More Americans Would Rather Shop Local than on Amazon

BY Rachel Cagle
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"An Ipsos poll reveals the extent to which Americans have a favorable opinion toward different ideas, companies and people."

"When it comes to retail outlets, more than eight in ten Americans (86%) have a favorable opinion of Amazon​.com, the highest on the list. Second on the list is Target, with an 80% favorability. Walmart is a distant third, with 70% of Americans reporting a favorable opinion of the country’s largest retail outlet. Other retailers include Trader Joe’s (66%), Whole Foods (66%), and Zappos (41%). Last on the list of retailers is Jet​.com: A third (32%) of Americans have a favorable opinion of the online shopping website, but more than half (54%) are unfamiliar with it."

"When it comes to ideas, buying local is seen as favorable by nine in ten Americans. Americans also think highly of the idea of putting customers (83%) and employees (81%) ahead of shareholders; but are less embracing of the idea of putting customers ahead of employees (59%). Americans also like thinking big (79%) and frugality (68%)."

"In the battle of virtual assistants, Google Home slightly beats out Alexa as America’s most favorable voice-​activated smart speaker. Fifty-​seven percent of Americans have a favorable opinion of Google Home while 52% have a favorable opinion of Amazon’s Alexa. Among newspapers, 54% of Americans have a favorable opinion of USA Today. Forty-​five percent of Americans have a favorable opinion of the Washington Post."

Small and local businesses can expand their appeal to American consumers even more by learning from consumers' other favorites, such as Amazon and various voice-​activated assistants. According to AudienceSCAN, within the last six months, 41.5% of Local First Shoppers have used a mobile device to purchase products. In that same amount of time, they've also used mobile devices to get directions to retailers (39%), visit store websites (28.5%) and search for nearby retailers (23.8%). The point being that small and local businesses need to have a thriving digital presence if they want to maintain their standing against e‑commerce giants.

"Americans have slightly less favorable opinions when it comes to billionaires. Jeff Bezos, CEO of Amazon​.com and the world’s largest billionaire, is seen favorably by 39% of Americans. Howard Schultz, former CEO of Starbucks and potential independent candidate for the 2020 presidential election, is only seen favorably by 20% of Americans."

Digital media is also an effective way to reach Local First Shoppers through advertising. Last year, according to AudienceSCAN, 47.5% of these shoppers took action after receiving email ads and 40.4% were driven to action by either text ads they received or ads they saw on their mobile smartphone apps. They're also 5% more likely than other adults to take action after seeing magazine ads, both print and digital. They're also highly receptive to traditional advertising, with 57.7% having reacted to direct mail ads and 46.7% being driven to action by newspaper ads last year.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.