Below is a detailed look at the local information topics where the internet is a primary source.

Restaurants, clubs and bars: Some 55% of adults surveyed said they at least occasionally get information about local restaurants, clubs, or bars. As noted in Part 2 of this report, those who seek such information are disproportionately female, age 18-39, college-educated, urban or suburban, and internet users. 

The internet has become the most popular source for this information in significant part because search engines outpace other sources for information about restaurants, clubs, or bars. Some 21% of adults say they rely on search engines for this information; that is particularly true for the young, the upscale, those who have lived in their communities a relatively short amount of time, and those who live in urban and suburban areas. In addition to search, some 9% of adults use websites specially focused on entertainment establishments like restaurants, such as Yelp or Trip Advisor; another 2% say they rely on social networking sites provide them such information. Here too young adults stand out as being more likely than their elders to rely on these internet sources, as are those who live in non-rural areas.

Other local businesses: Some 60% of all adults say they get information about local businesses other than restaurants and bars. In Part 2, we noted that the people who get such information are disproportionately those who have college experience, live in relatively well-off household, and are age 40 or older.

Overall, 28% of all adults say they rely on the internet to get this information versus 18% who turn most to newspapers and newspaper websites, 13% who rely on word of mouth referrals, and 5% who look to TV news broadcasts and websites.

And again, it is the search engines which are the biggest draw. Fully 21% of adults say they turn to search engines when seeking this information; and that is particularly true for those under age 40, those with some college education or college degrees, those who are parents, those who live in suburban and urban areas, and those who have relatively recently moved into a community. Some 10% of adults use websites with particular information about local businesses and just 1% social networking sites like Facebook and Twitter provide them such information.

Local schools and education: Fully 58% of American adults say they get information about local schools and education. As Part 2 noted, these users tend to be parents of minor children, ages 30-49, and more often female than male.

On this topic, newspapers and the internet share the lead as the source they rely on most. Some 21% of all adults say they rely on their local newspaper and its website for material about schools and education, while 18% say they rely on the internet. Those who turn to the newspaper are more likely to be 40 or older and more likely to be longtime residents of the community. Those who rely on the internet are more likely to be parents of minor children, women, Latinos, and college graduates.

When it comes to getting information about local schools on specific domains on the internet, 10% of adults say they rely on specialty sites and 9% rely on search engines.

Local jobs: In this survey, 39% said they seek information about local job openings and they are disproportionately African-American, under age 40, and living in lower income households.

Of those who seek local job information, the internet and newspapers are relied upon in roughly equal measure. Some 17% of adults say they rely most on newspapers for local jobs information, while 16% say they rely most on the internet. However, the profiles of the two groups differ markedly. Those who count on newspapers tend to be 40 or older, have no college education, and are longtime residents of the community. Those who count on the internet are likely to be under age 40, with some college education or a college degree, and to have lived in their community for less than 10 years.

For those who prefer the internet for job searches, specialty websites are particularly popular. One in ten adults (10%) get information about local job openings from specialty sites, while 8% rely on search engines and fewer than 1% say social networking sites are their primary source.

The role of the internet in getting local jobs information becomes more important among younger Americans (those under age 40).  Some 24% of all those under age 40 rely most on the internet to get jobs information, compared with 17% who rely on newspapers. 

Local housing and real estate: Some 43% of all Americans say they get information about housing and real estate. Those who do are more likely to be relatively upscale in household income and educational levels.

Here, too, newspapers and the internet are statistically tied as the No. 1 source people rely upon. Among all adults, 19% say they rely on newspapers to get information about local housing and real estate and 17% say they rely on the internet. Those who turn to newspapers tend to be over age 40 and are longtime residents of the community. On the other hand, those who rely on the internet are under 40, suburbanites, and relatively newer arrivals in their communities.

For those who use the internet to get information on local housing, there is an even split between relying on search engines (9% of adults use them) and specialty sites (9% use them).