How Shoppers Want to Communicate with Brands Away from PCs - eMarketer

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How Shoppers Want to Communicate with Brands Away from PCs

Print is No. 1

November 17, 2015

Mobile phones, and especially smartphones, have made doing just about anything on the go easy. So it stands to reason that mobile phones would be the main way consumers would communicate with brands when they weren’t sitting in front of a computer.

Preferred Methods of Communicating with Brands and Retailers When Away from a Computer According to US Internet Users, Aug 2015 (% of respondents)

In fact, according to MarketingSherpa, print ads were US internet users’ preferred way to stay in touch with brands and retailers when away from a computer. Nearly half of those polled in August said so.

Email on smartphone was 10 points behind, followed by radio ads and text messages. Several other responses referred to smartphone-related communication as well, including a brand’s mobile app, at 12%, push notifications, at 6%, and in-app ads, at 4%.

Print is unquestionably still a popular source for promotions. Coupon users are more likely to rely on newspapers for their clipping fix than any other channel, and internet users even told MarketingSherpa they liked getting information from brands and retailers in the (snail) mail more than via email.

Ad Formats that Are Most Effective at Persuading US Internet Users to Buy a Company's Products, by Demographic, Sep 2015 (% of respondents in each group)

US internet users polled by emarsys in September 2015 reported being more influenced by print ads than most other formats, including email, social media and mobile.

Similarly, those polled by AudienceSCAN in February were more likely to say they had taken action because of ads or coupons in their mailbox than in any other location.

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