4. Helps a Mobile Society
Americans rely on their vehicles. It’s estimated that nearly 50% of consumers regularly shop more than five miles from home, and the U.S. Census Bureau historically shows that 13% to 20% of the population changes address each year. Your community, then, is constantly moving.
Not long ago, a major fast-food chain recently conducted surveys of customers at selected restaurant types in southern California. Customers were asked how they first became aware of the restaurant. Here are their results:
Participants' Responses | Quick Service
% of responses | Family
% of responses | Atmosphere % of responses |
| Saw it while passing | 35% | 26% | 13% |
| Always knew | 29% | 27% | 19% |
| Word of mouth | 14% | 30% | 54% |
| Advertising | 10% | 6% | 4% |
| All other | 6% | 7% | 7% |
| Don't know | 6% | 7% | 7% |
The numbers for "Saw it while passing" show how an effective sign can help turn a passing driver into a paying customer on an impulse. It shows the importance of knowing that potential consumers are constantly passing by. A good sign can bring them in.