Reprinted from Printing Impressions Magazine, September 2011, PIworld.com
July 5, 2011 — New research from Nielsen examining the benefits of print and digital inserts and other forms of retail advertising were presented at the Nielsen’s U.S. Consumer 360 Conference. Research findings shared:
Shoppers prefer paper
Close to 70% percent of shoppers from a recent Nielsen survey say they look at printed paper material either mailed to the home (67%) or in newspapers (69%) at least once per week in their quest for sales and promotions.
The only digital tactic that matches printed paper’s weekly reach is email (67%). Far fewer people are looking to sales and product information from digital methods like social media sites (45%) or from smart or mobile phones (39%). Nielsen states that while consumers prefer print, the weekly usage conversion rates from digital are strong.
Shoppers Want Print and Digital In the Future
Nearly 90% of consumers say they want their print advertising in the future, more than 70% want email and traditional websites, and about one-third are interested in social and smartphone advertising applications.
Source: NielsenWire, Browse All About It! The Evolution of the Circular, July 5, 2011.