Print Prevails Over Digital for Motivating Shoppers in France - eMarketer

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Print Prevails Over Digital for Motivating Shoppers in France

Traditional media still slightly more effective at getting internet users to shop

February 10, 2017

A recent study of internet users in France found print media was more effective overall at stirring those consumers to shop, though each medium had its merits.

Media Channels that Drive Internet Users in France to Shop Digitally vs. In-Store, Jan 2017 (% of respondents)

Print media was the stronger motivator of traditional shopping: 30% of adult internet users polled in France told 366 in January 2017 that print drove them to shop for something in-store. But it also drove 21% to shop digitally. Perhaps the most notable takeaway is that print media drove 51% of internet users to shop in some way, a suggestion that print’s effectiveness has died in the digital age is exaggerated.

Nonetheless, the internet was also a motivator: 31% of those surveyed said they were persuaded to shop digitally due to the internet, while 15% said they had shopped in-store because of it. Yet its 46% inspiration rate was shy of print media as a motivator overall.

Ultimately, it’s clear that both media spur internet users in France to shop, one way or another. And the country’s shoppers may soon have the best of both worlds. In a recent study, 60% of retailers polled in France said they used digital display screens in-store for various purposes. Provided the internet and print media can drive shoppers to stores, once they arrive, they can mix and match their shopping methods.

Ben Clague

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