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 survey tracks SMB ad and marketing spending, Web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. 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 Across Top Media

LCM, local media’s most trusted information source on the advertising and marketing behaviors of SMBs, covers over 35 different media and platforms used by SMBs for advertising and promotion:

  • Online (e.g., search, display ads, blogs)
  • Traditional (e.g., direct mail, newspapers)
  • Mobile (e.g., search, SMS, display)
  • Local coupons (print and online)
  • Social (e.g., Facebook, Twitter)
  • Video (e.g., website videos, YouTube)
  • Broadcast
  • Local directories (print and online)
  • Giveaway items
  • Community sponsorships

Interested in purchasing LCM or a custom cut from the survey? Contact sales@biakelsey.com.

Current LCM Study

The latest wave of LCM is Wave 18, published the third quarter of 2014. Highlights from this study include:

  • SMBs use social media more than any other media category. 74.5 percent report using social media to promote their business.
  • SMBs spend more on social media than on any other media category. In fact SMBs spend 21.4 percent of their total media budget on social media.
  • Facebook dominates SMB usage. 55.1 percent have a Facebook page for business use and 20 percent run a Facebook ad or promoted post.
  • Other strong social channels include Linked In, Twitter, Pinterest and Instagram.

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

Digital Adoption by SMBs: A Preview of BIA/Kelsey's Latest SMB Research

On-Demand Webinar | PDF of Slides

This webinar examines:

  • The SMB marketing toolkit - how the contents have changed and how SMBs are using the latest tools
  • New survey questions asked this year (and why)
  • What LCM tells us about the future of SMB marketing

More SMB Research