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Traditional Media Remains Key Source for U.S. Shoppers

Consumer Attitudes


 

January 24, 2013 -- Traditional media and channels are still very important sources of ideas on what to buy, according to the 2013 BrandSpark/Better Homes and Gardens American Shopper Study, which examines "what is on the minds of American shoppers."

BrandSpark/BH&G surveyed over 75,000 U.S. consumers regarding sources that influence their shopping habits and purchases.  

Leading the pack: 67% of shoppers turn to circulars to get ideas on what to purchase on their shopping trips, making it the top source.  Meanwhile, almost 3 in 10 get ideas from newspaper articles, one in 5 cite TV ads, and, one in 6 note magazine ads, as sources of purchase ideas.
 

Sources Influencing Household Shopping Trips
(February 2013; % of Respondents)

Source

% of Respondents

Circulars/flyers

66.9%

Newspapers

29.2

Websites

25.1

Spouse

23.9

TV ads

21.2

Family/friends

16.8

Magazine ads

16.5

Other advertising

10.6

Magazine editorials/articles

5.0

Source: BrandSpark/BH&G, February, 2013



About: The 2013 BrandSpark/Better Homes and Gardens American Shopper Study presents the results of the fifth annual American shopper trends and behavior survey.  More than 77,500 respondents contributed with data weighted to a national profile of shoppers. The survey was conducted Oct. – Nov., 2012.

Source:  Media Post Research Blog, Personal Habits Impact Consumer Shopping, Feb. 15, 2013.