Local Commerce Monitor

Local Commerce Monitor
How are advertisers using media and adapting to new technologies?

Local Commerce Monitor™ (LCM ) is BIA/Kelsey’s ongoing survey of the advertising behaviors of small and medium-sized businesses (SMBs). The results provide actionable insights and trends in how SMBs have adopted and changed their marketing habits over the last year compared to prior years.

Tracking Advertiser Trends

Now in its 17th edition, the LCM survey has become a trusted information source on the advertising and marketing behaviors of SMBs. The LCM survey tracks SMB ad and marketing spending, Web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. LCM draws its sample of business respondents from a mix of nationally scoped MSAs, which include first- and second-tier markets.

BIA/Kelsey’s LCM survey has two extensions:

  • LCM: SMB Plus Spenders. Examine those spending a minimum of $25,000 annually on media advertising and promotion.
  • LCM: UK. Examines all aspects of SMB media and marketing services buying behavior in the United Kingdom. See findings from latest wave.

Recent LCM Study

The most recent survey is Local Commerce Monitor Study, Wave 17 from Q3 2013. Highlights from the survey include:

   Mobile and social findings
  • 40 percent of SMBs now accept payments at the point of sale with a mobile credit card reader attached to a smartphone or tablet (e.g., PayPal Here, Square, etc.).
  • 72 percent of SMBs are using social media to promote their businesses.
   Loyalty programs
  • 38 percent of SMBs offer customer loyalty programs; Additional 21 percent say they will likely add a program in the next 12 months.
  • 54 percent of SMBs that offer customer loyalty programs operate their own in-house programs.
   Franchise businesses
  • 43 percent of franchisors cover the online presence costs of their individual businesses (i.e., website development, landing pages, enhanced listings and online video.)

2013 LCM Reports

LCM Wave 17 Spotlight: SMBs Using Video for Advertising [2/3/2014]

LCM UK 2013 Spotlight : Use of Newspaper Advertising [11/25/2013]

LCM Wave 17 Spotlight:Use of Newspaper Advertising [11/25/2013]

LCM UK Wave 2 Client Only Highlights [10/2/2013]

LCM Wave 17 Client-Only Prequel [9/12/2013]

LCM Wave 16 Spotlight: Use of Business Marketing Services [8/6/2013]

Lead Analyst

About LCM

Local Commerce Monitor (LCM) is BIA/Kelsey’s ongoing tracking survey of SMBs conducted online with research partner Ipsos. For this study, SMB is defined as a business having from 1 to 99 employees. Local Commerce Monitor draws its sample of business respondents from a mix of nationally scoped MSAs, which include first- and second-tier markets.

More recent study is LCM Wave 17, conducted in July 2013 via an online survey of 568 SMBs.

Webinar

SMB Adoption of Mobile, Social, E-Commerce, Loyalty Programs and Promotions

BIA/Kelsey's Local Commerce Monitor (LCM – Wave 17) reveals SMBs are increasingly embracing mobile and social platforms, self-serve e-commerce and loyalty programs and promotions to improve operational efficiencies and promotion. Watch this webinar to see how SMB marketing is evolving to become a two-way engagement rather than a one-way promotion.
Webinar Video | PDF of Slides | All Webinars

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