® 2007 Vertis, Inc. All rights reserved. Vertis Customer Focus® RETAIL 2008: MEDIA.
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® 2007 Vertis, Inc. All rights reserved.
Vertis Customer Focus®
RETAIL 2008: MEDIA
2
CONSUMER INSIGHTSWe strive to know your customers as well as you do
• Proprietary Research – Client Specific Reporting Customer Focus Retail Customer Focus Direct Marketing Customer Focus Opiniones RISC (Research Institute on Social Change)
• Syndicated Research – Market and Zip-code Specific Scarborough MRI Simmons
• Custom Research Services – Affordable and Timely Return to Sample Focus Groups (traditional and Online) Telephone, Web Surveys
• DataDrivenDesign Customer, market and transaction specific targeting strategies based on consumer, behavioral, and
attitudinal data
3
CUSTOMER FOCUS® BACKGROUND
• A comprehensive consumer survey analyzing consumer, demographic and media behavior
• Identifies sociodynamic profiles such as values, cultural characteristics and motivational attributes
• A powerful marketing tool to measure market fluctuations and refine marketing strategies
• Developed from interviews with leading national advertisers
The Customer Focus® survey is conducted by Marshall
Marketing & Communications, a leading field research
company.
4
CUSTOMER FOCUS® INTERVIEW METHODOLOGY
• Telephone Survey: Random Digit Dialing 3,000 Adults 18+ 95% Reliability, 2% Differential Distributed proportionately
• Categories Home improvement, sporting goods, auto
aftermarket, electronics, appliances, fashion, footwear, grocery, drug, furniture, optical and more
• Retail Survey Dates: August/September 1997 August/September 1999 August/September 2001 August/September 2003 August/September 2005 August/September 2007
® 2007 Vertis, Inc. All rights reserved.
Inserts Capture Consumers’ Attention
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MEDIA ADVERTISING-7 DAYSIn the past 7 days, what advertising did you pay attention to? Was it...?
Total Adults 18 - 34 35 - 49 50+In an advertising insert or circular 47% 37% 51% 52%On prime Time TV 43% 51% 44% 37%On the page of a newspaper 38% 27% 38% 46%In a Magazine 29% 29% 29% 28%On the Internet (Web) 24% 37% 26% 15%On Morning Radio between 6-10am 24% 31% 27% 17%In Direct Mail 23% 24% 22% 22%On a Billboard 20% 26% 22% 15%On a cell phone 3% 5% 4% 1%None of these 14% 12% 11% 18%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
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MEDIA ADVERTISING-7 DAYSIn the past 7 days, what advertising did you pay attention to? Was it...?Total Adults
36%
53%45%
36%
15%
31%25% 28%
47% 43%38%
29%24% 24% 23% 20%
In anadvertising
insert or circular
On prime TimeTV
On the page ofa newspaper
In a Magazine On the Internet(Web)
On MorningRadio between
6-10am
In Direct Mail On a Billboard
2003
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
8
MEDIA ADVERTISING-7 DAYSIn the past 7 days, what advertising did you pay attention to? Was it...?18 - 34
28%
52%
36% 40%
22%
37%
23%34%37%
51%
27% 29%37%
31%24% 26%
In anadvertising
insert or circular
On prime TimeTV
On the page ofa newspaper
In a Magazine On the Internet(Web)
On MorningRadio between
6-10am
In Direct Mail On a Billboard
2003
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
9
MEDIA ADVERTISING-7 DAYSIn the past 7 days, what advertising did you pay attention to? Was it...?35 - 49
39%
57%
43%36%
18%
34%28% 29%
51%44%
38%29% 26% 27%
22% 22%
In anadvertising
insert or circular
On prime TimeTV
On the page ofa newspaper
In a Magazine On the Internet(Web)
On MorningRadio between
6-10am
In Direct Mail On a Billboard
2003
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
10
MEDIA ADVERTISING-7 DAYSIn the past 7 days, what advertising did you pay attention to? Was it...?50+
40%50% 52%
33%
7%
24% 25% 23%
52%
37%46%
28%
15% 17%22%
15%
In anadvertising
insert or circular
On prime TimeTV
On the page ofa newspaper
In a Magazine On the Internet(Web)
On MorningRadio between
6-10am
In Direct Mail On a Billboard
2003
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Over 90% of Insert Readers are Using the Insert for more than Just Price
12
OTHER THAN PRICE COMPARION-INSERT USAGEOther than for price comparisons, how do you use advertising inserts or circulars? Do you...?
Total Adults 18 - 34 35 - 49 50+Clip coupons 55% 48% 53% 60%Assist in making future shopping trip lists 51% 48% 50% 53%Browse for new products or styles 50% 54% 51% 47%Look for new ideas such as projects/meals/recipes 45% 45% 45% 44%Take it into store to help you shop 37% 32% 35% 42%Assist in making same-day shopping trip lists 37% 37% 36% 38%Register to win 16% 13% 16% 18%None of these 7% 8% 6% 7%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
13
OTHER THAN PRICE COMPARION-INSERT USAGEOther than for price comparisons, how do you use advertising inserts or circulars? Do you...?
Total Adults
Under $30K
$30-$50K $50-$75K$75K
+Clip coupons 55% 56% 56% 55% 51%Assist in making future shopping trip lists 51% 50% 50% 51% 52%Browse for new products or styles 50% 46% 48% 52% 56%Look for new ideas such as projects/meals/recipes 45% 43% 44% 43% 48%Take it into store to help you shop 37% 42% 37% 34% 35%Assist in making same-day shopping trip lists 37% 39% 37% 36% 36%Register to win 16% 20% 17% 14% 12%None of these 7% 8% 9% 6% 5%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
14
OTHER THAN PRICE COMPARION-INSERT USAGEOther than for price comparisons, how do you use advertising inserts or circulars? Do you...?
Total Adults
Urban / City Area
SuburbsA Rural
AreaClip coupons 55% 52% 59% 51%Assist in making future shopping trip lists 51% 50% 50% 53%Browse for new products or styles 50% 50% 52% 47%Look for new ideas such as projects/meals/recipes 45% 45% 44% 45%Take it into store to help you shop 37% 39% 36% 37%Assist in making same-day shopping trip lists 37% 38% 35% 38%Register to win 16% 16% 15% 17%None of these 7% 8% 5% 9%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Fewer Adults Under 50 Reading Newspapers
16
NEWSPAPER READIn the past 7 days, did you read a...?
Total Adults
18 - 34 35 - 49 50+
Read Paper (combined) 76% 65% 75% 84%Weekday Paper (total) 66% 53% 63% 76%Daily City Newspaper (Monday-Saturday) 62% 50% 60% 71%Sunday Paper (combined) 60% 48% 59% 69%Sunday City Newspaper 56% 45% 54% 64%Suburban Newspaper (Monday-Saturday) 20% 13% 20% 24%A free city paper 18% 19% 19% 16%A Free Suburban newspaper 16% 12% 17% 17%Sunday Suburban Newspaper 13% 9% 14% 15%Did not read paper 24% 35% 26% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
17
NEWSPAPER READIn the past 7 days, did you read a...?Total Adults
2004 2008
Weekday 72% 66%
Sunday 65% 60%
Did not read paper 20% 24%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
18
NEWSPAPER READIn the past 7 days, did you read a...?18 - 34
2004 2008
Weekday 62% 53%
Sunday 57% 48%
Did not read paper 29% 35%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
19
NEWSPAPER READIn the past 7 days, did you read a...?35 - 49
2004 2008
Weekday 72% 63%
Sunday 62% 59%
Did not read paper 17% 26%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
20
NEWSPAPER READIn the past 7 days, did you read a...?50+
2004 2008
Weekday 79% 76%
Sunday 73% 69%
Did not read paper 15% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Inserts Still Number one Buying Influence – Internet Growing, ROP Shrinking
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MEDIA INFLUENCE BUYINGWhich ONE of the following media most influences your buying decisions...?
Total Adults
18 - 34 35 - 49 50+
Advertising Inserts or Circulars 27% 21% 30% 29%TV 19% 24% 20% 15%Advertisements on the page of a Newspaper 12% 7% 11% 17%Internet 9% 17% 8% 5%Catalogs 6% 5% 5% 7%Direct Mail 5% 6% 6% 4%Magazines 4% 5% 3% 3%Radio 2% 3% 3% 2%E-mail 1% 2% 2% 0%Don't Know 2% 2% 3% 2%None of these 12% 7% 10% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
23
MEDIA INFLUENCE BUYINGWhich ONE of the following media most influences your buying decisions...?Total Adults
2004 2008Advertising Inserts or Circulars 28% 27%TV 22% 19%Advertisements on the page of a Newspaper 18% 12%Internet 4% 9%Catalogs 6% 6%Direct Mail 4% 5%Magazines 5% 4%Radio 3% 2%E-mail 1% 1%Don't Know 1% 2%None of these 9% 12%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
24
MEDIA INFLUENCE BUYINGWhich ONE of the following media most influences your buying decisions...?18 - 34
2004 2008Advertising Inserts or Circulars 22% 21%TV 30% 24%
Advertisements on the page of a Newspaper 13% 7%
Internet 5% 17%Catalogs 5% 5%Direct Mail 5% 6%Magazines 6% 5%Radio 5% 3%E-mail 1% 2%Don't Know 0% 2%None of these 6% 7%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
25
MEDIA INFLUENCE BUYINGWhich ONE of the following media most influences your buying decisions...?35 - 49
2004 2008Advertising Inserts or Circulars 33% 30%TV 21% 20%
Advertisements on the page of a Newspaper 17% 11%
Internet 3% 8%Catalogs 6% 5%Direct Mail 4% 6%Magazines 4% 3%Radio 3% 3%E-mail 0% 2%Don't Know 1% 3%None of these 8% 10%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
26
MEDIA INFLUENCE BUYINGWhich ONE of the following media most influences your buying decisions...?50+
2004 2008Advertising Inserts or Circulars 27% 29%TV 17% 15%Advertisements on the page of a Newspaper 23% 17%Internet 2% 5%Catalogs 6% 7%Direct Mail 3% 4%Magazines 5% 3%Radio 1% 2%E-mail 0% 0%Don't Know 2% 2%None of these 13% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Inserts and Internet Tied for #1 Place Consumers Turn to for Help with Buying Decisions – ROP Less Popular
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MEDIA TURN TO FIRSTWhen you are ready to make a purchase, which media do you turn to first to help you with your decision...?
Total Adults
18 - 34 35 - 49 50+
Advertising Inserts or Circulars 26% 21% 28% 28%Internet 26% 37% 29% 15%Advertisements on the page of a Newspaper 12% 7% 10% 17%TV 10% 14% 7% 8%Direct Mail 4% 4% 4% 3%Catalog 4% 2% 3% 5%Magazines 2% 2% 2% 3%Radio 2% 2% 2% 1%E-Mail 1% 1% 1% 0%Don't Know 2% 2% 2% 3%None 12% 7% 11% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
29
MEDIA TURN TO FIRSTWhen you are ready to make a purchase, which media do you turn to first to help you with your decision...?Total Adults
2004 2008Advertising Inserts or Circulars 30% 26%Internet 15% 26%Advertisements on the page of a Newspaper 18% 12%TV 10% 10%Direct Mail 3% 4%Catalog 6% 4%Magazines 4% 2%Radio 1% 2%E-Mail 1% 1%Don't Know 2% 2%None 11% 12%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
30
MEDIA TURN TO FIRSTWhen you are ready to make a purchase, which media do you turn to first to help you with your decision...?18 - 34
2004 2008Advertising Inserts or Circulars 24% 21%Internet 22% 37%Advertisements on the page of a Newspaper 14% 7%TV 15% 14%Direct Mail 4% 4%Catalog 5% 2%Magazines 5% 2%Radio 2% 2%E-Mail 1% 1%Don't Know 1% 2%None 7% 7%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
31
MEDIA TURN TO FIRSTWhen you are ready to make a purchase, which media do you turn to first to help you with your decision...?35 - 49
2004 2008Advertising Inserts or Circulars 35% 28%Internet 16% 29%Advertisements on the page of a Newspaper 17% 10%TV 9% 7%Direct Mail 3% 4%Catalog 5% 3%Magazines 4% 2%Radio 1% 2%E-Mail 0% 1%Don't Know 1% 2%None 9% 11%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
32
MEDIA TURN TO FIRSTWhen you are ready to make a purchase, which media do you turn to first to help you with your decision...?50+
2004 2008Advertising Inserts or Circulars 29% 28%Internet 8% 15%Advertisements on the page of a Newspaper 23% 17%TV 8% 8%Direct Mail 2% 3%Catalog 7% 5%Magazines 3% 3%Radio 1% 1%E-Mail 1% 0%Don't Know 2% 3%None 17% 16%
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Grocery Inserts Increasingly Helping Consumers Decide where to shop
34
INSERTS-DECIDE TO SHOPDo you use advertising inserts or circulars to decide where to shop for?
Total Adults 18 - 34 35 - 49 50+
Groceries 59% 54% 59% 63%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
35
INSERTS-DECIDE TO SHOPDo you use advertising inserts or circulars to decide where to shop for?Total Adults
2004 2008
Groceries 52% 59%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
36
INSERTS-DECIDE TO SHOPDo you use advertising inserts or circulars to decide where to shop for?18 - 34
2004 2008
Groceries 47% 54%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
37
INSERTS-DECIDE TO SHOPDo you use advertising inserts or circulars to decide where to shop for?35 - 49
2004 2008
Groceries 51% 59%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
38
INSERTS-DECIDE TO SHOPDo you use advertising inserts or circulars to decide where to shop for?50+
2004 2008
Groceries 55% 63%
Universe: Insert Readers
Source: © 2008 Vertis Customer Focus®: Retail 2008
® 2007 Vertis, Inc. All rights reserved.
Printed and On-Line Inserts Remain Strong
40
SHOPPING BEHAVIORWhich of the following statements describe your shopping behavior?
54%
18%
49%
19%
55%
21%
56%
15%
Research by printed circular Research by on-line circular
Total Adults
18 - 34
35 - 49
50+
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
41
SHOPPING BEHAVIORWhich of the following statements describe your shopping behavior?Total Adults
51%
16%
54%
18%
Research by printed circular Research by on-line circular
2004
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
42
SHOPPING BEHAVIORWhich of the following statements describe your shopping behavior?18 - 34
47%
19%
49%
19%
Research by printed circular Research by on-line circular
2004
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
43
SHOPPING BEHAVIORWhich of the following statements describe your shopping behavior?35 - 49
58%
20%
55%
21%
Research by printed circular Research by on-line circular
2004
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
44
SHOPPING BEHAVIORWhich of the following statements describe your shopping behavior?50+
49%
11%
56%
15%
Research by printed circular Research by on-line circular
2004
2008
Universe: Total Adults Source: © 2008 Vertis Customer Focus®: Retail 2008
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