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Advertising Inserts Still Big with Retailers

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, according to the 'Customer Focus 2006: Retail' study from Vertis.

The study found that consumers use advertising inserts of all forms to help decide where they shop or to learn about available segments. More specifically, 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. Additionally, 29% of those surveyed by phone and 41% surveyed via the web use inserts to decide where to shop for health and beauty care products, while 28% and 39% respectively use them for office supply decisions. jschulte This article is copyright 2006

Key findings
Other findings from the study provided insight into the purchasing trends and importance of advertising inserts across a variety of retail sectors:

  • 77% of women aged 18-34 do the majority of the household's grocery shopping;
  • 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;
  • Since 2004, the percentage of adults planning to purchase a computer has grown seven percentage points - greater than any other product category surveyed;
  • One of the fastest growing groups who plan on purchasing a computer is women aged 35-49, rising 10 percentage points since 2004; these women also show a greater interest than the average adult in special financing offers for home electronics, such as delayed credit card payments;
  • 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;
  • Of all the age and gender groups surveyed, women aged 50 and older had the highest average prescription purchases per month (4) for their households - making them an important target for pharmacy retailers. Moreover, 33% of these women said advertising inserts were the number one medium that influences their general purchase decisions, followed by 20% who said newspaper advertisements influenced purchase decisions.

Customer Focus is Vertis' annual study that tracks consumer behaviour across a variety of industry segments (including home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, non-profit, financial, retail, office supplies, and discount stores) and media (including advertising inserts, direct marketing, and the internet). More Info from the source:


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