• by Mark Walsh  @markfwal, December 15, 2011

When it comes to finding local restaurants and businesses, people turn to the Internet -- especially search engines-- ahead of any other resource. That’s the conclusion of a new study by the Pew Research Center that surveyed 1,087 U.S. adults this year about what sources they rely on most to get local information.

Newspapers -- both print and online versions -- run second to the Web as a resource for local information, followed by word of mouth and TV broadcasts or their related Web sites.

Looking just at restaurants, bars and clubs, the study found that more than half (51%) of those surveyed rely on the Internet as a local guide. Specifically, 38% use a search engine, 17% go to specialty sites and 3% look to social media properties like Facebook and Twitter.

Aside from the Web, nearly one-third (31%) turn to newspapers. Of that segment, 26% consulted print copies, and 5% newspaper sites. Another 23% relied on word of mouth, and 8% on local TV content, either via TV or online. Other sources included local radio and printed newsletters (each 3%) and mobile phones (2%).

When looking up other types of businesses, the breakout was roughly the same across the various types of media. People who seek out information and news about local business and restaurants are a diverse but upscale group, according to the Pew report. As a distinct population, they are more likely to live in fairly well-off households -- earning $75,000 or more -- and have a college education.

The 55% of adults who get information about restaurants, bars and clubs are more likely to be women, young adults, urban-dwellers and early technology adopters. In short -- the hip crowd. The 60% who get information about other local businesses are also more likely to be tech-savvy.

A Pew study released earlier this year found that nearly half of adults (47%) get at least some local news and information on their cell phone or tablet computer. But the study issued Wednesday differed in that it asked people what platforms they rely on most for two particular types of local information: restaurants and other businesses.

The findings from the latest report, a joint effort of Pew’s Internet & American Life Project and its Project for Excellence in Journalism, were based on a survey conducted January 12-25, 2011.