0 C Media Source Usage (Internet and Non-Internet Users) Media Used in Past Year When Shopping for Products/Services in Local Area (Yes Responses) Base: Total Consumers, Wave 2 (n=501), Wave 1 (n=1,006) Indicates significant differences between waves at the 95% confidence level Avg # of times used in past month: NA NANANANA3.0NA0.7NA1.1NA0.6NA NA

1 C Rating Media as Source of Information for Local Shopping (Among Those Who Use/Are Familiar with the Source) Top 3 Box Ratings on 10-point Excellence Scale (Excludes “Don’t Know” and “Don’t Use” Responses) Base: Bases vary--Consumers who were able to rate the media (excludes Don’t Know/Don’t Use answers) Indicates significant differences between waves at the 95% confidence level NA Average Rating: NA5.6NA3.4NA

2 C Retail Product Purchased/Method Used (Wave 2 Only) Base: Purchased $500 or more product from new local retailer (n=118) Type of Product Purchased % Furniture29 TV13 Appliances10 Automobiles/Motorcycles9 Electronics9 Lawn Mower/Vac Cleaner/Home Improvement8 Equipment & Tools Computer/Computer-related products6 Exercise Equipment3 Other9 How Most Recent Purchase was Made

3 C Proximity of Actual Purchase from Time Source Used (Wave 2 Only) % Magazines/catalogs/specialty guides123 Newspaper97 Search engines77 Word of mouth/friends/family76 Internet Yellow Pages60 Local businesses web sites52 Other web sites51 Direct mail/ -coupon books44 Printed yellow pages40 City guide web sites37 Local newspaper’s web sites32 Television30 Referral web sites17 Online shopping sites15 Wave 2 Average # of Days Between Using Source and Actual Purchase Base: Used particular media first (bases vary)