Business & Real Estate

Survey: Sacramento consumers rely on local businesses, want more interaction

Sacramento consumers are major supporters of local businesses and want more interaction with those firms, according to a new study by New York-based online marketing firm Yodle.

Yodle’s national survey ranked Sacramento third among 20 U.S. midmarket cities, with area respondents saying they patronized local businesses 58.7 percent of the time versus national chains over the past year. That ranked behind only Cleveland (59.7 percent) and Pittsburgh (58.8) and well ahead of major markets such as Denver (52.5 percent) and Indianapolis (50 percent). Nationally, 6,058 people participated in the survey.

Nearly 90 percent of 204 local respondents said local businesses do a better job of customer service than national chains.

Eighty-four percent of surveyed Sacramento consumers said they use the Internet to research a business, compared with 75 percent nationwide.

Three-quarters of Sacramento consumers said reviews give businesses a competitive advantage, but only 7 percent of those surveyed said they have been asked to review a local business in the past year. Yodle said 88 percent of respondents said they would submit a review if asked.