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It may not be Halloween yet, but most retailers’ sights are set firmly on the holiday season already. According to August 2015 research, most people who plan to buy holiday gifts see TV ads frequently. But it’s significantly less common among people who plan to buy luxury goods. The same is true of ads on other channels.
Shullman Research Center surveyed US internet users who planned to shop for the holidays this year. Among the whole respondent base, 63% had seen TV advertising in the 30 days prior to the research. That figure was 12 percentage points lower among only those respondents who planned to include luxury goods in their holiday shopping.
The differences in ad viewership in other media were smaller, but still noticeable. Luxury holiday shoppers were 8 percentage points less likely to have seen a print newspaper ad, 5 percentage points less likely to have seen a print magazine ad and 2 percentage points less likely to have seen a web ad than holiday shoppers as a whole.
The results were different in August 2015 than they had been a year earlier when Shullman Research Center conducted a similar survey. In August 2014, luxury goods purchasers were less likely to have seen TV ads and direct mail, but more likely than average to have seen every other type of ad queried that year, including email, radio, website, magazine and newspaper.
According to January 2015 research from Martini Media, affluents don’t typically use TV—the medium where they were most likely to have seen an ad, according to the Shullman research—for inspiration or research for their luxury purchases. Digital was the most common source of such inspiration among majorities of both mass affluents and hyperaffluent respondents.
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