Ad Inserts Are Influential Among Consumers.
October 3, 2003
Vertis announced the results of its Customer Focus 2004: Ad Inserts study, which for the first time shows that advertising inserts are most likely to influence a consumer’s buying decisions and are the most popular form of media that shoppers turn to when looking for help with their purchasing decision.
“Ad inserts have been around for over 30 years and they’ve always been influential, but our new survey conducted earlier this month clearly shows that consumers increasingly are being drawn to this medium,” says Thérèse Mulvey, vice president of marketing research at Vertis. “With less time on their hands and less money in their wallets, a growing number of shoppers are seeking out the best deals before they leave the house to go shopping. Now, more than ever, retailers and other marketers should consider including advertising inserts in their multi-channel marketing programs.”
Additional findings from the Vertis Customer Focus 2004: Ad Inserts study include:
How Shoppers Use Ad Inserts
85 percent of those surveyed confirmed that they use ad inserts in some form, up from 82 percent in 1998 (see figure 1).
90 percent of women now read ad inserts, an increase of four percent from 1998.
Consumers are most likely to use advertising inserts when they are deciding where to shop for clothing (56 percent), followed by groceries (52 percent) and home electronics (50 percent) (see figure 2).
The Most Influential Forms of Media
When it comes to consumers’ buying decisions the most influential media are ad inserts (28 percent), TV (22 percent) and ads on the page of a newspaper (18 percent) (see figure 3).
The popularity of ad inserts has increased by eight percent among men since 2002 (16 percent to 24 percent).
Media That Consumers Turn to First
30 percent of those surveyed said that when they’re ready to make a purchase they turn to advertising inserts first, compared with ads on the page of a newspaper (18 percent) and TV (10 percent) (see figure 4).
Women aged 18-34 and 35-54, and men aged 35-55 and 55+ all made ad inserts their first choice.
Over the Past Seven Days Media Usage
For the first time, more respondents said they read an insert in the past week than listened to morning drive radio (69 percent vs. 67 percent) (see figure 5).
Readership of ad inserts has increased from 61 percent in 2000 to 69 percent in 2004.
To view charts CLICK above on ‘More Images’.
