Complete Story
01/17/2018
Nielsen study: 80% of households using circulars, other print marketing
If your home is like most U.S. households, you probably received a flood of advertising mail, catalogues, and flyers over the holidays. Whether it’s solo mail, shared mail, pre-printed newspaper inserts, or the vast array of retail catalogues, print continues to be an effective marketing channel for retailers.
Given the rapid rise of digital advertising, why is it that printed advertisements continue to fill our newspapers and mailboxes — not only during the holiday season but all through the year?
Because retailers know printed advertising drives sales.
According to a 2017 Nielsen Homescan study, about 80% of U.S. households still use circulars and other traditional, printed sources for product information. Print is the primary medium used by consumers for information about stores, sales, and specials. And, when you trend the data over the past three years, the use of printed circulars has declined only slightly — down 3 to 4 percentage points since 2014.
