G/O Digital, a marketing agency, recently conducted a survey of more than 1,700 people who had shopped locally to get their input on why they do so, what influences them, how they use social media and more.

The graphic below summarizes their key findings and here are several in particular that dealers should be aware of:

• 55% said they patronize local businesses because they like to support their local communities and 30% say they do so in order to support small businesses (even if those businesses aren’t right in their local area).
• Showrooming is still an in-store factor for local retailers. Thirty-one percent of respondents said they’re likely to search for competitive pricing on a mobile device while in-store shopping.
• 27% are incentivized by local loyalty programs