As some retailers are moving to RSS and email newsletters to deliver weekly sales to customers, Vertis is drumming up research to prove the continuing value and viability of traditional newspaper inserts.
Advertising insert readership levels are consistently at 85% or above, and web-savvy consumers still rely on them, as 88% of Sunday newspaper readers surveyed via the web say they read the inserts, while 79% of those surveyed by telephone say they read them.
::Customer Focus 2006: Retail study from Vertis.
Vertis also highlighted the decision-making power of the circulars, noting that 52% of those surveyed by phone and 71% of those surveyed via the web said they use the inserts to decide where they buy groceries; 29% / 41% to decide where to shop for health and beauty care products; and 28%/39% for office supply decisions.
Other Key findings
- Since 1998, the percentage of women aged 18-34 reading grocery inserts has increased 14 percentage points
- These women tend to like discount stores, and have shown an interest in the grocery stores' ethnic and organic departments
- 40% of women aged 35-49 said advertising inserts influence their overall buying decisions, while television only influences 20%
- Women aged 18-34 are an important demographic for furniture retailers, as 33% of these women said they plan to purchase bedroom furniture, 26% plan to purchase bedding and 24% plan to purchase living room furniture. When these women were asked about their last furniture purchase, lowest price was the greatest consideration for 39% of them, increasing nine percentage points since 2002; meanwhile, highest quality dipped seven percentage points since 2002
- The percentage of women aged 18-34 turning to the internet first when ready to make a purchase has increased from 19% in 2004 to 27% in 2006
- The percentage of "do-it-yourselfers" has grown nine percentage points since 2004, as Americans are increasingly more willing to take on home improvement projects. Specifically, this group has grown most with women aged 35-49, growing 12% in two years
- 73% of women aged 35-49 who read ad inserts compare similar home improvement inserts before heading to the selected store
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