Print Sways Shoppers' Store Choices, Even Among Young

Multichannel

December 13, 2011 -- To "determine the relative merits of print vs. digital media in today’s retail environment," Nielsen undertook an extensive survey of 11,000 U.S. adults, examining marketing channels and their sway on shoppers.

Contrary to the message that is often heard regarding print channels losing ground to digital as a means of influence, consumers say that it is print advertising that most influences their store and shopping choices.  

Print Most Influential -- Even Amongst the Youngest Shoppers

According to Nielsen's report, “The Evolution of Circulars: From Print to Digital, Q4 2011,” across the board, shoppers state that the media sources they most rely on weekly are newspapers (69%), followed closely by direct mail (67%).  The only electronic vehicle demonstrating equivalent reach was retailer e-mail (67%).  Other digital channels' weekly influence lag by double-digits.
 

Interestingly, store choice for the youngest generation of shoppers [Millennials] was the most heavily influenced by print vehicles.  

Direct mail (92%) and newspapers (91%) lead as most influential channels for the majority of the “most tech-savvy generation.” The digital channels that most influence Millenials are store websites (84%) and retailers’ emails (78%). Social media influences the shopping choices of 55% of Millenials.

Future Channel Preferences

When asking about the future, digital preferences saw a bump.  More than 70% of shoppers expressed a desire for basic digital delivery of marketing materials (store website using computer or a retailer's e-mail).  Approximately one-third expressed an interest in receiving marketing messages via social media or smartphone apps.   With this said, nearly 90% wish to continue receiving print advertising at home or in-store, "suggesting a preference for multi-media information delivery that maximizes the number and nature of contact points for on-the-go consumers."

 

About: Nielsen’s findings are based on a survey among an 11,000-shopper subset of the Nielsen Homescan panel.

Source:  Nielsen, The Evolution of Circulars: From Print to Digital, Q4 2011, accessed December 19, 2011.