9 June 2012
Newspaper flyers drive shopping behavior: new study
TORONTO—Wonder why your porch still gets plastered with print flyers in this Internet age? Because they work. (No surprise to those of us in the print business, perhaps.)
 
A new study focusing on the habits of frozen-food shoppers, by Quadrant Marketing of Toronto in partnership with Rogers Connect Market Research Group, shows that newspaper flyers outrank store websites as the preferred information source for consumers.
 
Asked "how often do you check the following before you shop," 41% of respondents indicated "Always" for print flyers vs only 4% for store websites. 
 
How often do you check the following before you shop?
 
Newspaper flyers  
Always 41%
Most of the time 21%
Sometimes 17%
Rarely  11%
Never  10%
 
Store websites  
Never  37%
Rarely  28%
Sometimes  24%
Most of the time 8%
Always 4%
 
Weekly flyers also scored No. 1 for the most effective awareness-builder outside the store, at 61%, followed by free product samples at 49%. Flyers even ranked higher than friend/family recommendations, which scored 45%.
 
The study surveyed 3,554 Canadians this past spring and results were published in the June 4 issue of Marketing magazine. 
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