Bargain-​Seeking Media Use Varies by Shopper Age

The recessionary times have taught shoppers that they can find bargains if they search in the right places. And just where are those places? The answer to this question depends on the age and gender of the shopper according to the results of a recently published HarrisInteractive poll.

Newspaper/​magazines rank highest with older consumers. Nearly 1 in 4 (24%) of 45–54 year olds and 33% of 55+ consumers turn to the newspaper or magazines to find bargains. Overall, the newspaper/​magazine category rated highest (23%) with all consumers.

But online sources may be quickly catching up. This media format ranked second (18%) for all consumers. For younger age groups, 22% of 18–34 year-​olds and 26% of 35–44 year-​olds, online deals were the top choice.

Other traditional forms of media rated as follows with consumers, on average:

  • Direct mail/​catalogs 12%
  • TV 11%
  • Radio 2%

When it comes to reaching women, marketers should use newspapers/​magazines to reach less educated women (25%) and online for highly educated women (20%.) Online ad strategies are the clear winner for appealing to men (21%), especially those with college degrees (29%).

The survey results present valuable data for marketers who are planning where to allocate their ad budgets. And, as the budget is being divvied up, keep in mind that 34% of consumers say the media type used makes no difference when it comes to their ability to score a good bargain.

[Source: HarrisInteractive Poll #9, released January 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.