If 97 percent qualifies as "everyone" (and it very nearly does), then everyone is using the web to enhance local shopping. Among consumers surveyed in a study conducted by BIA/Kelsey and ConStat, 90 percent of users use search engines; 48 percent use Internet Yellow Pages; 24 percent use vertical sites, and 42 percent use comparison shopping sites.
Small wonder that new local web tools are appearing with increasing frequency. Just yesterday, Foursquare joined the fray, offering local analytics tools to merchants.
Full results of the survey are not yet available, but some interesting data points were made public. 
- On average, consumers use 7.9 different media sources when shopping for products or services in their local area, up from 6.5 sources in 2009 and 5.8 in 2008.
- 58 percent of respondents report using an online coupon when shopping for products or services in their local area in the past year.
- 19 percent of respondents report making an appointment online in the past six months for a service other than a restaurant reservation, such as a business or health-care appointment, auto service, or personal service such as a beauty salon).
This last item is of particular interest, given the ability to make appointments online is anything but widespread. Clearly, it's a site function consumers are prepared to embrace once adoption increases.
Rebecca Lieb oversees Econsultancy's North American operations.
2:51PM on 11th March 2010
Rebecca,
Thanks for reminding us how important it is for local businesses to have a presence online. Sometimes it's easy to assume that a local business can't really benefit from being online. Once again, these statistics prove otherwise.
Thank you!
Chief Revenue Officer at DM2 Media / DIGIDAY
10:29AM on 16th March 2010
I've worked with small businesses for years and most recently with the Small Business Administration marketing team helping entrepreneurs understand how to use the web to establish/grow their local business. Most people who come to the marketing seminars are not there to ask "why" but "how" Personally I think main street is getting much smarter understanding what it takes to be more competitive in their local environments.
10:54PM on 14th May 2010
The internet has opened new markets for local retailers. By submitting product feeds to shopping engines, retailers stand a better chance of increasing their conversion. Shopping sites like Onewayshopping.com, thefind and others are highly recommended.