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Nielsen: Shoppers Prefer Paper

July 29, 2011adminGeneral News

Reprinted from Printing Impressions Magazine, September 2011, PIworld.com

July 5, 2011 — New research from Nielsen examining the benefits of print and digital inserts and other forms of retail advertising were presented at the Nielsen’s U.S. Consumer 360 Conference.  Research findings shared:

Shoppers prefer paper

Close to 70% percent of shoppers from a recent Nielsen survey say they look at printed paper material either mailed to the home (67%) or in newspapers (69%) at least once per week in their quest for sales and promotions.

The only digital tactic that matches printed paper’s weekly reach is email (67%). Far fewer people are looking to sales and product information from digital methods like social media sites (45%) or from smart or mobile phones (39%).  Nielsen states that while consumers prefer print, the weekly usage conversion rates from digital are strong.

Shoppers Want Print and Digital In the Future

Nearly 90% of consumers say they want their print advertising in the future, more than 70% want email and traditional websites, and about one-third are interested in social and smartphone advertising applications.

Source:  NielsenWire, Browse All About It! The Evolution of the Circular, July 5, 2011.

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For 50 years, Pittsburgh-based, Broudy Printing, has been a one-stop shop for printing, mailing, direct mail, marketing collateral, variable data printing and more.

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