Thursday, February 18, 2016 2:23:00 PM

If you are looking to grow your business, understanding the shopping habits of consumers is critical. Not only does this allow you to really target your primary audience, it gives you to opportunity to maximize your advertising dollars and increase your chances of a successful campaign. Consider the following information.

Who is Shopping?

In order to plan your marketing approach effectively, it is crucial that you understand how modern consumers make purchases. Here is a bit of data to consider about who these people really are and how they think.

Modern Buyers…

  • Are more connected, informed, and have more alternative than shoppers in any other decade.
  • Are less loyal to one particular store or brand.
  • Make a decision to buy an item and complete the actual purchase within a very short period of time—most within 24 hours.
  • Utilize a variety of information sources to gather details about future purchases. This starts with newspapers, followed by word-of-mouth recommendations by friends or family.
  • Are more time starved than ever and want an easy, hassle-free buying experience.

How Are They Shopping?

Of course, the ways these consumers shop has also changed over the last decade, too. Where previous generations of buyers spent more time browsing, today’s shoppers tend to plan their purchases accordingly and destination purchase.

In fact, 68 percent of all shopping episodes are planned, and only 31 percent are considered impulse. Think of the get in, get out, and get done buyer versus someone who wanders aisles for hours at a time.

Why? In such a busy society, most people simply don’t have the time to linger. They are also highly concerned about getting the best value, with the average shopper using at least four information sources before planning a purchase. 58 percent of adults have also utilized some type of online source for shopping in the last week.

How Are They Using Newspaper Print Advertising to Plan Their Purchases?

Keeping the above information in mind, it is important to determine what these consumers are using to plan their purchases—and the data might shock you!

Around 74 percent of adults in the 18 to 34 age range utilize newspaper print advertising to plan a purchase. This includes looking at sales ads, clipping coupons, or picked up shopping ideas. But the data doesn’t just stop with this demographic.

In the past 30 days, consumers have used print newspaper advertising to:

  • Become aware of a sale – 60 percent
  • Clipped a coupon – 42 percent
  • Bought something advertised – 45 percent
  • Visited a retail store or showroom – 43 percent
  • Visited a website to learn more about an advertised product or service – 34 percent

Taking these statistics into account, it is easy to see why newspaper advertising is still considered very pertinent and important. In fact, this information even puts online and digital media second to print—even in today’s modern age.

As one of the foremost leaders in print advertising, the Los Angeles Times knows exactly how to connect with your target audience. Contact us today to learn more about our highly targeted campaign options.

Categories: Consumer Insights

Tags: consumer insights

Source: 2016 NAA Advertising Plan Book Guide