Transcript Past 30 Days - Newspaper Target Marketing Coalition

Newspaper Media in 2014
How America Shops & Spends 2014
Consumer Usage of Advertising for Shopping Planning and Purchase Decisions
Methodology
 National telephone and online survey conducted in English from May 20, 2014 to May 31,
2014. Data collection and processing were very similar to recent studies in this series.
 Two data collection formats were used in order to reach a wider range of respondents
(including those without landline telephones) than would be possible with one technique.
The survey involved 1,527 English-speaking adult (age 18+) respondents, including 1,000 by
landline telephone and 527 online.
 The online respondents were screened for using cell phones exclusively or primarily for
personal telephone calls. The sample was balanced by the population distributions of
the four Census regions (Northeast, South, Midwest and West).
 The telephone sample was random digit dial (RDD) in format, while the online
interviews were obtained via national panels.
 Two online panels were employed to balance potential biases that might be present
from using just one.
 The data set was weighted initially by number of adults in the household, and then poststratification weights were calculated simultaneously for minor adjustments for age by
gender categories, race (white, African-American and other), Hispanic ethnicity, household
income, Internet access, and cell phone reliance. Weighting targets were taken from recent
updates from the U.S. Census Bureau and the Centers for Disease Control and Prevention.
Past Week Shoppers Using Advertising
Demographics of Adults Using Advertising Past 7 Days
 Men 87%, Women 89%
 Age 18-14, 82%; 35-54, 91%; 55+ 92%
 Little difference by HHI (90%, <$25K = 83%)
 Near 90% for all education levels
Frequency of Checking Advertising
Checking Advertising
At least once a week
Almost every day
A few days a week
About once a week
A few times a month
Less often but occasionally
Never
Total
54%
17%
19%
18%
13%
21%
11%
Men
51%
16%
19%
16%
13%
25%
11%
Women
57%
19%
18%
20%
14%
18%
11%
18 - 34
59%
17%
22%
21%
15%
15%
11%
35 - 54
55%
19%
20%
16%
15%
24%
7%
Q: How often, if ever, do you check out advertising for things you might want to buy, whether on newspapers, television, radio,
computers, tablets, phones, billboards or other places?
55+
49%
16%
14%
19%
11%
25%
15%
Frequency of Checking Advertising
Check Out Advertising
At least once a week
Almost every day
A few days a week
About once a week
A few times a month
Less often buy occasionally
Never
Total
54%
17%
19%
18%
13%
21%
1%
Less than
$25K
45%
15%
14%
15%
14%
22%
19%
$25K$49K
51%
14%
16%
20%
15%
23%
11%
$50K$74K
60%
21%
24%
15%
12%
23%
4%
$75K$99K
59%
17%
19%
22%
15%
15%
11%
$100K$149K
61%
23%
22%
16%
11%
22%
6%
Q: How often, if ever, do you check out advertising for things you might want to buy, whether on newspapers, television, radio,
computers, tablets, phones, billboards or other places?
$150K+
61%
16%
20%
24%
11%
17%
9%
Used Advertising from these Media
in Past 7 Days
Newspapers, Print & Online (net)
Print newspapers, including ads in regular
news and classified pages and inserted
circulars
Local Newspaper Website
Product displays in a regular store
Printed circular that you picked up inside the
store where you were shopping/ad circulars
provided in stores
Advertising that comes in the mail
Television
Magazines
Radio
Advertising that is left at or near your front
door, porch or driveway (but not in the mail)
Advertising videos shown in shopping malls
or inside retail stores
Billboards
Yellow Pages book
57%
52%
21%
52%
49%
48%
41%
24%
22%
19%
18%
14%
12%
Online Advertising – Many Different
Channels
 Online (net) including
newspaper websites = 58%
 Online w/o newspaper
websites = 55%
Store or product advertising that
comes in email
Online ads that appear sometime
after you viewed that product online
Advertising that appears on your
newspaper's website
Advertising displays on general
interest websites such as Yahoo!,
MSN, AOL or similar sites
Ads on social networking sites such as
Facebook, LinkedIn, Twitter or similar
sites
Advertising that appears on the right
side or the top of the screen when you
use search engine online
Advertising that appears on your
smartphone such as iPhone, Android,
Blackberry or similar device
Commercial that appears just before
an online video
Advertising that appears on your
tablet, such as an iPad, Kindle or
similar device
Advertising shown in video games
39%
27%
21%
20%
19%
17%
16%
14%
13%
7%
Advertising Benefits
Advertising Benefit
Newspapers
Internet
TV
Radio
Magazines
Catalogs
Mail
You check for regular
shopping
30%
32%
5%
1%
2%
3%
16%
Is most valuable in
planning shopping
29%
33%
5%
1%
2%
3%
16%
Is the best for bringing
sales to your attention
28%
24%
18%
2%
2%
3%
16%
Has advertising that
you consult from stores
that you regularly shop
27%
28%
6%
1%
2%
3%
19%
Is the most believable
and trustworthy
26%
18%
9%
2%
4%
4%
15%
You look forward to
this type of advertising
22%
19%
10%
1%
5%
5%
17%
Is most convenient to
use
21%
44%
10%
2%
2%
2%
12%
You prefer it for
receiving advertising
information
20%
31%
11%
3%
3%
4%
17%
Is the most up-to-date
20%
45%
14%
2%
1%
2%
10%
Makes it easy to
compare prices of
different stores
19%
53%
4%
1%
1%
1%
11%
You try to avoid this
kind of advertising
9%
17%
19%
9%
3%
5%
19%
Has the most annoying
advertising
4%
20%
36%
14%
2%
1%
13%
Reading Style & Newspaper Ads
Newspaper Reading Style
Look/glance or read ads when planning to shop /page
through the newspaper (net)
63%
I usually glance at or read ads when I page through
the newspaper
50%
I look at newspaper advertising only when I am
planning to shop
23%
I only look at the stories and never look at the
advertising
20%
0%
10%
20%
30%
40%
50%
60%
70%
Single-Copy Buyers Use Newspaper Ads
Newspaper Ads Used to Plan Shopping or Make Purchasing Decisions
(Past 7 Days)
80%
70%
76%
73%
63%
65%
60%
50%
Subscribers
40%
Single Copy Buyers
30%
20%
10%
0%
Weekday Newspaper
Sunday Newspaper
Newspaper Inserts
Newspapers Preferred for Inserts
Preferred Method for Receiving Ad Inserts or Flyers
(Total Adults)
Internet 21%
Newspapers
39%
Mail 27%
Q: In general, how do you prefer that most advertising inserts or circulars that you look at be delivered: with newspapers, or with your mail, or from an Internet
website?
Consumers Act on Newspaper Inserts
Actions Taken with Newspaper Inserts
(Past 30 Days, Total Adults)
Any action taken with newspaper inserts (net)
78%
Clipped a coupon
56%
Saved it until you visited store
53%
Used it to compare prices
52%
Used the circulars to plan shopping at a store or online
48%
Compared one circular or ad flier to another
48%
Saved it until you needed to purchase the item or service…
46%
Gave or showed it to your spouse, family member or friend
45%
Took the circular or ad flier to the store with you
42%
Used a special ad, sale or promotion offer for an unplanned…
41%
Checked online about something you saw in the ad flier
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Benefits of Newspaper Inserts (Readers)
You usually check the inserts to see what's on sale or other
special savings
70%
Checking newspaper inserts saves you time & money
62%
You make a point to look at inserts when you are in the
market for what they are selling
61%
You enjoy browsing through inserts even if you are not
looking for anything in particular
57%
Checking store inserts is part of your routine because you
know they are in the paper every week
56%
Advertising inserts make it easy to comparison shop
55%
I use newspaper ad inserts to check for higher quality brands
as well as for bargains
53%
You use store inserts to plan your regular shopping
52%
Newspaper circulars help you learn about new products
49%
Insert ads give you a good idea of what products really look
like
49%
It is easier to browse through ad inserts that interest me than
to search through the internet for the same information
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Newspaper Insert Reading Style
Style of Newspaper Insert Usage
Other/NA 2%
You look through
most of the inserts
32%
You look at inserts
from stores you
shop at regularly
39%
You look at inserts
from stores you
regularly shop & a
few others as well
26%
Single-Copy Buyers Use Newspaper
Inserts as Much as Subscribers
Newspaper Insert Usage,
Subscribers & Single-Copy Buyers
(Past 30 Days)
90%
80%
79%
76%
80%
78%
70%
60%
50%
Subscribers
40%
Single-Copy Buyers
30%
20%
10%
0%
Weekday
Sunday
Usage Trend for Newspaper Inserts
Trend in Newspaper Insert Usage
DK/NA 2%
Less Often 23%
More Often 24%
About the Same 53%
Q: Would you say you are using advertising inserts from the newspaper more often than you did a few years ago, about the same or less often?
Base = Used newspaper inserts
Newspaper Insert Trend for Subscribers &
Single-Copy Buyers
Trend
More Often
About the Same
Less Often
Weekday
Subscribers
30%
54%
16%
Weekday Single-Copy
Buyers
26%
52%
22%
Sunday
Subscribers
24%
59%
17%
Sunday SingleCopy Buyers
32%
51%
17%
Q: Would you say you are using advertising inserts from the newspaper more often than you did a few years ago, about the same or less often?
Base = Used newspaper inserts
Shelf Life of Newspaper Inserts
Number of Days Sunday Inserts are Usually Kept
40%
36%
35%
30%
25%
22%
20%
15%
13%
9%
10%
7%
5%
0%
1 day
2 - 4 days
5 - 6 days
1 week
More than 1 week
Sunday Insert Usage by Store Type
Grocery or Food Stores
Department Stores
Discount Stores
Home Electronics or Computer Stores
Drug Stores
Home Building Centers
Sporting Goods Stores
Office Supply Stores
Home Furnishings or Decoration Stores
Appliance Stores
Furniture Stores
Stores Selling Telephones, Tablets and
Service Plans
Toy Stores
Jewelry Stores, including Watches
85%
62%
60%
51%
50%
48%
39%
36%
35%
35%
32%
27%
25%
21%
Newspaper Coupons
Newspapers Preferred for Coupons
Sources for Coupons
(Past 30 Days)
Newspapers (net)
69%
Sunday newspaper inserts or circulars
61%
Advertising that comes in the mail
58%
Online (net)
52%
Weekday newspaper inserts or circulars
46%
The Internet where you download & print out the…
45%
The Internet for downloading to a handheld…
39%
Online coupons to buy something online
36%
From ads in the regular news sections of the…
32%
Magazines
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
How Often Coupons are Saved
Frequency of Saving Coupons
52%
Regularly/occasionally (net)
63%
21%
Regularly
35%
31%
Occasionally
27%
26%
Seldom
18%
22%
20%
Never
0%
10%
20%
Non-Food
30%
Grocery/Food
40%
50%
60%
70%
Online Shopping & Circulars
Online Shopping, Past 30 Days
Type of Online Shopping Activity
Use of Internet for Shopping Information
(Past 30 Days)
Comparing prices
73%
Checking store hours, phone number or
location
72%
Checking product availability
65%
Finding stores that carry particular
products
Reading reviews or experiences of other
shoppers at shopping sites
64%
63%
Comparing features of different products
63%
Checking social media sites like Facebook
for shopping-related information &…
25%
0%
10%
20%
30%
40%
50%
60%
70%
Q: For which of the following types of shopping information did you use the Internet IN THE PAST 30 DAYS?
80%
Online Shopping a Home Activity
Location of Online Shopping or Research
90%
85%
80%
67%
70%
60%
50%
39%
40%
29%
30%
20%
10%
0%
At home in the evening
At home during the day
While on the go using your
mobile device
Q: Where do you typically shop online or do online research prior to shopping?
Base = Shopped online
At work during breaks
Sources Used for Online Circulars
Sources for Online Circulars
(Past 30 Days)
Online sources (net)
51%
Go directly to a store's website to click & review
the advertising circular for the week
35%
Receive an advertising circular or link sent by
email
33%
Get the online circular on your newspaper's
website
16%
From other websites that collect advertising
circulars from various store brands
14%
Downloaded from Facebook
8%
0%
10%
20%
30%
40%
50%
60%
70%
Online Shoppers Act on Newspaper Print Ads
Percentage Who Used Online Method and also Engaged with
Newspaper Advertisements
Online Method
Online (net, any platform)
Used Online to Plan
Shopping or Make Purchase Used Newspaper Ads Acted on Newspaper Acted on Preprint
Decisions Past 7 Days
Past 7 Days
Ads Past 30 Days
Ads Past 30 Days
58%
55%
86%
84%
Store or product advertising that comes in
email
39%
54%
84%
84%
Online ads that appear sometime after you
viewed that product online
27%
53%
86%
86%
21%
79%
98%
97%
20%
63%
90%
87%
19%
56%
88%
86%
17%
59%
87%
86%
16%
59%
90%
92%
14%
58%
92%
94%
Advertising that appears on your tablet,
such as an iPad, Kindle or similar device
13%
58%
86%
88%
Advertising shown in video games
7%
62%
95%
93%
Advertising that appears on your
newspaper's website
Advertising displays on general interest
websites such as Yahoo@!, MSN, AOL or
similar sites
Ads on social networking sites such as
Facebook, LinkedIn, Twitter or similar sites
Advertising that appears on the right side
or the top of the screen when you use
search engine online
Advertising that appears on your
smartphone such as iPhone, Android,
Blackberry or similar device
Commercial that appears just before an
online video
“Non-Readers” Use Newspapers
"Non-Readers" Usage of Newspapers
(Past 7 Days)
26%
Any usage (net)
15%
Checked sales in local stores
13%
Clipped a coupon
9%
Checked the weather forecast
8%
Read a cartoon or comic strip
Compared prices for an item you're looking to buy
6%
Checked a classified ad from the newspaper
6%
Checked local entertainment such as a concert or show
6%
Check stock prices
5%
Checked your horoscope
5%
Used a recipe
5%
Checked local TV listings
4%
Checked sports scores
4%
Checked movie listings
4%
0%
5%
10%
15%
20%
25%
30%
Nashville, March 15-18, 2015