Consumers Still Rely on Tried-and-True Newspaper Inserts for Savings
Jan. 27, 2014 -- Coupons and newspaper inserts will continue to be the go-to sources for grocery and drugstore shopping savings and brand influencers throughout 2014, finds analysis from consumer and marketplace insights firm, Information Resources, Inc. (IRI).
IRI’s Q4 2013 MarketPulse survey finds:
More than half of consumers (57%) surveyed will rely on coupons from home as they make their CPG (consumer packaged goods) selections, and newspaper circulars will influence 51%.
Compared to 2011, this does mark a decline in print use, but IRI chalks this up to the "unusually high coupon redemption," that took place during the recession. IRI goes to predict that newspaper inserts and coupon use is not t expected to fall significantly in the near future.
Online advertising (11%), smartphone apps (10%) and mobile ads (6%) still lag well behind traditional media in use by consumers but the but the rise of technology and the growth of on-the-go deal hunting will have "significant impacts on the CPG universe, not the least of which is the influence of brand decisions right up to the moment of purchase."
One in 10 consumers expect that smartphone applications will influence their purchasing decisions in 2014—double that of just a few years ago.
Mobile advertising will be a source for saving for a predicted 6% of consumers in 2014, versus 4% in 2011.
About: MarketPulse is IRI’s quarterly survey series, conducted to monitor and analyze shoppers’ attitudes and behaviors on the economy and economic effects on their personal financial conditions, lifestyle and shopping habits.
Source: IRI, A Percussion of Conservatism as the New Year Bells Chime, January 22, 2014.