Traditional Media Remains Key Source for U.S. Shoppers
Consumer Attitudes
January 24, 2013 -- Traditional media and channels are still very important sources of ideas on what to buy, according to the 2013 BrandSpark/Better Homes and Gardens American Shopper Study, which examines "what is on the minds of American shoppers."
BrandSpark/BH&G surveyed over 75,000 U.S. consumers regarding sources that influence their shopping habits and purchases.
Leading the pack: 67% of shoppers turn to circulars to get ideas on what to purchase on their shopping trips, making it the top source. Meanwhile, almost 3 in 10 get ideas from newspaper articles, one in 5 cite TV ads, and, one in 6 note magazine ads, as sources of purchase ideas.
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Sources Influencing Household Shopping Trips |
|
|
Source |
% of Respondents |
|
Circulars/flyers |
66.9% |
|
Newspapers |
29.2 |
|
Websites |
25.1 |
|
Spouse |
23.9 |
|
TV ads |
21.2 |
|
Family/friends |
16.8 |
|
Magazine ads |
16.5 |
|
Other advertising |
10.6 |
|
Magazine editorials/articles |
5.0 |
|
Source: BrandSpark/BH&G, February, 2013 |
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About: The 2013 BrandSpark/Better Homes and Gardens American Shopper Study presents the results of the fifth annual American shopper trends and behavior survey. More than 77,500 respondents contributed with data weighted to a national profile of shoppers. The survey was conducted Oct. – Nov., 2012.
Source: Media Post Research Blog, Personal Habits Impact Consumer Shopping, Feb. 15, 2013.
