A majority of consumers utilize the Internet to research local purchases. That involves multiple sources and devices; however, a new study has identified the specific information or business data that are “primary” and “secondary” to consumer purchase research.

Primary information is fundamental to the purchase decision, such as price and products or services offered, in some cases location. Additional information, such as reviews and deals/offers, are also important in many purchase decisions but this content qualifies as secondary.

Interestingly, 48% of survey respondents said that secondary information caused them to select one business over another. Primary information helps businesses make the initial cut. But when shoppers have to choose among similar businesses, secondary info (enhanced data) then becomes critical.

The data comes from the YP, LSA and Thrive Analytics study titled, “The Why Before the Buy℠” which surveyed 5,418 U.S. adults on their past 90-day local shopping activities. To access the graphic above, click here.