Location analytics company Placed may be sorry they conducted this study, but their latest research shows a definite preference for printed back-to-school ads over other channels — including digital.
As reported by Steve Smith in MoBlog, “It turns out that when asked which ways they prefer to receive back-to-school promotions, 46.3% of a large panel of mobile users said print ads.”
Direct mail was next at 41.3%, followed by email from the store or brand (41.1%), brand or store web site (28.4%), deal web sites (26.1%) and finally social media (21.2%).
What’s so striking about this data is that it comes exclusively from smartphone users (12,000 of them), who we would expect to be more digital-leaning. Even among the mobile-happy set of smartphone users, printed ads have higher perceived value for this type of message.
As Smith points outs, “The resilience of print, both in ads and in direct mail, strongly suggests the importance of cross-platform marketing plans for retailers. It also reminds everyone to keep emerging platforms in perspective. Consumers are omnichannel shoppers now.”
The results provide a great lesson in cross-channel advertising, and solid proof of the continued importance of print in the mix.
Read the full article “Print Preferred? Back to School Shoppers Want Analog Ads, Too” for more insights.