Print and Digital Newspaper Readers Will Spend More $$$ This Holiday Shopping Season at Retail Stores and Online
Looking for Deals? Consumers Say They Rely On Newspaper Ads
NEW YORK, Nov. 17, 2016 /PRNewswire/ -- The 2016 Brand Impact Study, a series of national surveys released today by AMG/Parade, reveals that newspaper advertising – ads in printed issues of newspapers, newspaper inserts/circulars, or ads on newspaper websites, apps, social media sites – is the most relied upon advertising platform when consumers shop for retail sales and deals.
Among users of specific ad platforms, more than six out of ten newspaper readers are "very likely" to rely on newspaper advertising when shopping, followed by point-of-sale circulars and ads delivered to consumers' homes.
Ad Platforms Consumers Rely on When Shopping for Retail Sales & Deals
| Newspapers |
62% |
| Point-of-sale circulars |
61% |
| Advertising delivered to home |
55% |
| Non-media branded social media sites |
54% |
| Television |
52% |
| Non-media branded websites |
51% |
| Magazines |
42% |
| Radio |
38% |
| Base: Media users "very likely" to use ad platform for retail shopping (712); multiple responses. Ad Platforms: Newspapers (print, inserts, web, apps, social), Magazines (print, web, apps, social), TV/Radio (broadcast, web, apps, social), Ads delivered to Home (via mail/door/driveway) |
|
Among the specific advertising channels measured, consumers are "very likely" to rely on ads in printed newspapers when shopping (64%) – outranking all other ad channels – as well as newspaper inserts/circulars (60%), and ads on newspaper-branded websites, apps or social media sites (46%).
Newspaper readers are active online shoppers – Nearly four out of ten (38%) report that they plan to spend more this holiday shopping season online than last year (versus 33% reported by non-newspaper readers). "Pricing information," "product information" and "the ability to buy online" top the list of retail-related online searches that newspaper readers typically conduct.
Newspaper readers also report that they will spend more this season at traditional brick and mortar stores, outpacing non-newspaper readers (29% versus 27%, respectively). When deciding where to shop, newspaper readers rank the "price of the products," "quality of merchandise offered," and a "comfortable shopping environment" as their primary drivers for retail store visits.
Macy's is the highest-ranking national retail brand among newspaper print and digital readers for having a "good reputation," as well as offering "good quality products." Macy's, Target and Kohl's tie in the rankings for having "good quality service," while Walmart ranks highest among the major retailers measured for "typically has good deals."
Brand Attribute Rankings – National Retailers
| Good |
Good Quality |
Good Quality |
Typically Has |
|
| Reputation |
Products |
Service |
Good Deals |
|
| Bloomingdale's |
52% |
54% |
33% |
13% |
| Dillard's |
52% |
57% |
38% |
24% |
| JC Penney |
53% |
55% |
40% |
49% |
| Kohl's |
58% |
56% |
42% |
59% |
| Lord & Taylor |
52% |
47% |
36% |
10% |
| Macy's |
61% |
58% |
42% |
35% |
| Neiman Marcus |
52% |
52% |
34% |
10% |
| Nordstrom |
53% |
56% |
39% |
16% |
| Saks Fifth Avenue |
52% |
52% |
35% |
10% |
| Stein Mart |
35% |
33% |
28% |
36% |
| Target |
57% |
51% |
42% |
57% |
| Walmart |
45% |
36% |
31% |
71% |
| Category Norm |
52% |
51% |
37% |
33% |
| Base: Newspaper ad platform users familiar with specific brands. (648); multiple responses |
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The 2016 Brand Impact Study also asked consumers to associate national retail brands with a variety of descriptive characteristics. The brands ranking highest for these descriptors include: Target ("innovative"), Kohl's ("cares about customers"), Walmart ("market leader") and Macy's ("reputable").
Click to download highlights from the 2016 Brand Impact Study:
http://amgparade.com/retail_brands
About AMG/Parade
AMG/Parade develops and distributes premium content across print, mobile, digital, video and audio platforms. Its brands include Parade, Relish, Spry Living, Athlon Sports & Life and American Profile's Community Table, which reach a combined audience of over 150 million monthly in print via 1,400+ newspaper partners, and a monthly digital audience network of over 100 million uniques. The company's suite of newsstand titles is among the leading sellers in the sports, decorating and gardening, outdoors and pop culture categories. Based in Nashville, Tenn., and New York, the company also creates custom content for newspapers, major brand clients and retailers.
About the 2016 Brand Impact Study
AMG/Parade commissioned Coda Ventures, an independent research firm, to conduct a series of surveys for specific product categories quantifying consumers' perceptions of brands, and the impact that those brands have on their shopping and buying behavior. Employing an online methodology, potential respondents were screened by core demographic characteristics that matched national U.S. Census estimates. The Brand Impact surveys were fielded from October 15-19, 2016. At the close of the surveys, a total of 1,000 consumers were surveyed.
Contact: AMG/Parade, Alexis Collado
[email protected] or (908) 884-3764
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SOURCE AMG/Parade
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