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Newspapers Remain Important to Comparison Shoppers

Newspapers



November 2, 2011 -- According to a new report by comScore, an online measurement provider, a considerable number of U.S. female shoppers use newspapers to compare prices and find deals.

Data from "The Effects of the Recession on Brand Loyalty and 'Buy Down' Behavior: 2011 Update" indicates that of the 1,000 female shoppers surveyed, 58% of seniors (age 60+) use newspapers for price comparisons, while 47% of "Baby Boomers" (age 45-59), 41% of "Gen X" adults (age 30-44), and a quarter of younger consumers (age 30 and below) also turn to newspapers. 

Online price comparisons was found to be the most popular method of choice for every generation except seniors. 

 


Source: comScore, "The Effects of the Recession on Brand Loyalty and 'Buy Down' Behavior: 2011 Update" 
 


Source:  comScore, "The Effects of the Recession on Brand Loyalty and 'Buy Down' Behavior: 2011 Update," accessed November 14, 2011