Albuquerque, NM - The 2017 Garrity Perception Survey (GPS) results revealed that New Mexico residents are comfortable purchasing items online, averaging five purchases each month with an average ticket sale between $20 and $100. The seventh annual survey conducted by Research & Polling and commissioned by The Garrity Group Public Relations, also shows residents are more familiar with social media as a news source but less trusting of that media.

 

Purchasing Patterns – The 2017 GPS includes insights on how New Mexico residents shop and how much money is spent online versus at brick and mortar stores.

 

Generally, 41 percent of New Mexicans prefer to purchase items from a locally owned store.  However, 47 percent of residents don’t have a preference between purchasing from a local store versus a national franchise.

 

Nearly half of all residents will shop for non-grocery items without looking at online prices first. Thirty-nine percent of residents will check prices online before heading to a local store.  In total, 62 percent of New Mexico residents reported shopping online.  Compared to a national survey, conducted about the same time by the Pew Research Center, which revealed 79 percent of Americans shop online.

 

New Mexico residents will purchase up to five items each month online and spend on average $100 per purchase.  “The online purchasing revolution is taking a while to gain traction in New Mexico, as seen in the low numbers of items purchased online and low amount of average spending,” says Tom Garrity president of The Garrity Group.  “More residents are indifferent about supporting a local brand over a national franchise, compared to when we asked this question three years ago.  This should be disconcerting to local shop owners who are facing increased online and in-market competition.  Local business owners need to find ways to connect with customers, and not by berating the national companies, rather by making their core audience evangelists for their store.

 

Media Access & Fake News – Traditional media (television radio and newspaper) are still the “go to” source for news and information.  Digital media (online news sites, social media and blogs) are gaining year-over-year traction.

 

“The biggest issue facing traditional media is relevancy,” said Garrity.  “Millennials are fleeing television as a news source at a greater rate than newspapers are losing market share.”

 

For the past seven years, 21 percent of millennials have decreased use of television as a news source. Furthermore, 14 percent of millennials have lost trust of television as a news source over the same time frame.

 

The only news source gaining trust since 2011 is found in the oldest form of communication, conversations with friends.  Over the past seven years, the 18-34 age group has increased trust of conversations with friends by 8 percent; 35 to 49 years of age up 5 percent; 50 to 64 up 9 percent and those over the age of 65 with a 15 percent increase.

 

Favorable Industries – Small business (75 percent) and the farm and ranch industry (72 percent) are the most favorable among New Mexico residents. Out-of-state corporations and the mining industry are perceived as quite the opposite, as less than a third of New Mexicans see the industry in a positive light. “Residents value businesses that are close to home, as National Laboratories, Community Colleges and Local Banks are each viewed favorably by more than half of respondents.

 

State universities, still perceived as a favorable industry, have seen some of the largest swings in this category since the inaugural survey in 2011.  Over the past seven years, the universities have dropped 9 percent in favorability.  Depending upon where you live, that swing is severe. Favorability among residents in Southwest New Mexico has dropped 21 percent followed by a smaller drop of 14 percent in North Central New Mexico.  Residents living in the northwest, Albuquerque metro and eastern parts of the state have seen single digit declines.

 

Trust of People and Professions – Consistent with past studies, most New Mexicans perceive their family members or relatives as trustworthy. New Mexicans also highly trust pastors, priests and scientists. The government is viewed negatively, as both federal government and state government officials are seen as trustworthy by less than a quarter of respondents.  Advertising executives are perceived to be the least trusted profession in New Mexico.

 

Over the past seven years, trust of religious leaders has dropped 5 percent.  Again, trust of residents varies based on area of residence. Residents in northwest and north central New Mexico have lost trust of religious leaders by 17 percent and 11 percent, respectively.  Residents in Eastern New Mexico have lost trust by 8percent since 2011, while the Albuquerque metro area and southwest New Mexico have little or no change over the past seven years.

 

About the 2017 GPS – The Garrity Group commissioned Albuquerque-based Research & Polling to conduct the Garrity Perception Survey from February 8-14, 2017. A total of 403 adult New Mexico residents were interviewed by telephone (both landlines and cell phones), providing a 95 percent level of confidence. For more information and analysis – or to request a copy of the Garrity Perception Survey 2017 – visit www.garrityperceptionsurvey.com.

 

About the Garrity Group Public Relations:

Based in Albuquerque and celebrating its 20th year in business, The Garrity Group Public Relations helps small organizations to be heard and large corporations to be understood.  More information about the Garrity Group team and services are available by visiting www.garritypr.com.

 

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