Rochester Institute of Technology
December 6, 2012
A new study by marketing services company Valassis finds that while Millennial shoppers (ages 18-34) are accustomed to receiving advertising messages on a daily basis from a variety of online and offline sources, newspaper inserts play an important role in their shopping routines, purchasing decisions, and often spur online shopping.
Millennials: “I Would Shop Less Without Inserts”
The 2012 Valassis’ Consumer Print Usage Survey results reveals 91% of Millennials who use newspaper inserts utilize them to save money, and 60% – more than nearby generational groups – say they would shop less without newspaper inserts.
Inserts Drive Purchases
Newspaper inserts guide Millennials in shopping activities: by alerting them to sales (68%), driving them to purchase (51%), reminding them of a need (46%), helping them decide where to buy (35%), and informing them of product and services (26%).
Inserts Prompt Users to Go Online
30% of Millennial newspaper insert users say they are prompted to go online for more information after seeing a product or service in a newspaper insert.
Millennials Use Insert Offers for Dining Out, Clothes, Media Purchases and More
Millennial shoppers use newspaper inserts when choosing restaurants, apparel, telecom products and services and more:
● 87% of Millennials who use newspaper inserts utilize them regularly or occasionally when selecting a restaurant
● 84% of Millennials use inserts to find coupons or discounts when shopping for apparel
● 64% of Millennials who use newspaper inserts when making decisions on telecom products and services.
For the article: http://printinthemix.com/Fastfacts/Show/645