American shoppers love their smartphones. The use of smartphones is growing for activities like downloading or scanning coupons. However, marketers shouldn’t be too quick to cut down their use of circulars and flyers as shoppers are still using these traditional tools.
In a survey of over 77,000 shoppers surveyed by BrandSpark International for Better Homes and Gardens, analysts confirm what several other studies show; the smartphone is becoming ubiquitous with a market penetration of 67%. The Millennials, those under age 34, are most apt to store their shopping lists on these devices. More apps are coming online and being used by consumers who are tethered to their mobile devices but these devices haven’t yet displaced flyers and circulars in one very important way — browsing for ideas before a shopping trip begins. At least 67% of consumers engage in this behavior. The survey also showed that 30% of consumers get ideas about what they are going to buy as a result of reading recipes or newspaper articles. The influence from other media formats is a little lower: TV came in at 20% and magazines at 16.5%.
The survey results highlight the importance of maintaining a multichannel marketing presence. This strategy will help marketers reach a wider audience and also help them develop expertise in using new media as more consumers change their habits.
To learn more about Grocery Circular Users, check out the Audience Interests & Intent Report available at the Research Store on Ad-ology.com.[Source: American Shopper Study. 2013 BrandSpark. Better Homes and Gardens. 2013. Web. 11 Feb. 2013]