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RSSPrint Inserts Pass TV Ads As Important Influence in Purchase Decisions
Based on research findings released by Vertis Communications, twenty-seven percent of adults indicated they look for information in advertising inserts as part of making a purchase decision. That's up from 19% ten years ago. Television advertising is no longer the main influencer in purchasing decisions, according to Vertis. TV ads are now the main influencer for 8% of consumers, compared to 22% in 1998.
Other research findings indicate that women have become more involved in the decision making process for purchasing home electronics products. In 1998 about 69% of women 18 to 24 participated in such decisions, but as of this year 91% report being part of the process, says Vertis.
The report, Vertis' Customer Focus: Decade of Data study revealed that for adult men 18 and older, TV advertising is no longer the main influencer in their purchasing decisions, down 8 percent from 1998 to 22 percent.
Advertising inserts have grown to become the most influential medium for both adult men and all adults in America. Twenty-four percent of men and 27 percent of total adults indicated they turn to this medium when making a purchasing decision, compared to just 16 percent and 19 percent, respectively, 10 years ago.
Scott Marden, director, marketing research for Vertis Communications, says "...Americans' use of new media, entertainment and information vehicles have become increasingly more fragmented... "
Looking deeper into the study, young adults have drifted away from personal interaction when choosing leisure activities. Since 1998, the number of young adults participating in team sports has decreased from 19 percent to 13 percent, while the amount of time spent with computers has drastically increased, from 8 percent to 21 percent in the same 10 years.
Additionally, the number of young adults going out to the movies has decreased from 13 percent in 1998 to just 3 percent in 2008, while the number of adolescents staying home to watch television or rent videos has increased from 24 in percent in 1998 to 32 percent in 2008.
Marden continued, "...tracking trends in leisure preferences and media activities arms marketers with an acute awareness of where and when this important consumer group can be reached."
The Customer Focus: Decade of Data study, which surveyed 3,000 consumers via telephone, further revealed the following:
- In 2008, 91 percent of women ages 18-24 report they are a part of the process, with cell phones, desktop computers and digital cameras being some of the most popular purchases for this age group
- 68 percent of women age 50 and older now have access to the Internet, up from 30 percent in 1998
- In the past 10 years, the percentage of women ages 25-34 who are single or living with their significant others has increased from 30 percent in 1998 to 38 percent in 2008
- In 2004, 31 percent of adults indicated they entered a store without any prior research; this number is down to 17 percent in 2008. Prior to entering a store in 2008, the study indicates approximately 57 percent of adults will look through advertising circulars, 50 percent will conduct research on the Internet, and 38 percent will utilize catalogs to retrieve additional information
- In today's current crises in the housing and gas markets, 40 percent of Americans indicated they're less likely to make purchases over $100 in the coming year, 24 percent more than after 9/11
- Adults are shifting their vacation agendas in 2008 to include fewer trips via automobile, decreasing 5 percent since 1998, while fewer adults are planning to take a vacation in 2008, down from 70 percent 10 years ago to 67 percent today.
- 40 percent in 1998 to 43 percent in the new year
For more information, please visit Vertisinc here.
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The effects of all advertising on consumer purchase decision-making is a very complex issue starting with short-term tactical sales campaign measurement combined with long-term branding efforts. Vertis would love us to believe that you put an ad in a print insert and low and behold ... direct sales correlation. Unfortunately, for them the reader comes to their insert with built-in brand perceptions, that their media could never build. So much for this study.
"...the study indicates approximately 57 percent of adults will look through advertising circulars, 50 percent will conduct research on the Internet, and 38 percent will utilize catalogs to retrieve additional information."
"Based on research findings released by Vertis Communications, twenty-seven percent of adults indicated they look for information in advertising inserts as part of making a purchase decision. That's up from 19% ten years ago. Television advertising is no longer the main influencer in purchasing decisions, according to Vertis. TV ads are now the main influencer for 8% of consumers, compared to 22% in 1998."
So I downloaded the full report, and lo and behold, advertising inserts were measured against television and magazines ONLY! So, let's ignore media fragmentation over the last 10 years to bolster a self-fulfilling research claim.
Sure content sucks on TV, but improving content, or going the other was, dumbing down below the Simpsons to target the weaker minds who watch TV won't solve the situation. If it's true.