Market research: Will print inserts still be relevant in 2022?
Together with the Allensbach Institute for Public Opinion Research, the Bundesverband Deutscher Anzeigenblätter (BVDA) has analysed the acceptance and use of advertising journals and leaflets. The study also emphasises the social and regional relevance of advertising journals and leaflets, especially for local retailers.
Readers particularly appreciate receiving them free of charge as well as announcements of regional events, classified adverts from the region and detailed service information. Thanks to nationwide distribution, 83% of the population receive one or more advertising papers, and 40% state that they use them regularly on a weekly basis.
The vast majority want to stick with the printed advertising leaflet - if readers of advertising leaflets had to choose between receiving them in their letterbox or a digital leaflet via newsletter, 69% would opt for the printed leaflet.
Spectos: Briefkasten Monitor 2022
In the "Briefkasten Monitor", the Dresden-based data specialist Spectos analyses the attitude of Germans towards letter post and unaddressed and addressed household advertising every year. And this year, too, it is clear that the majority of respondents of all ages cannot imagine a future without the tried-and-tested and popular letterbox. The majority are also certain that we will not be saying goodbye to letter post in the next 10 years.
When it comes to popular items in the letterbox at home, it is clear that advertising is popular and desirable among consumers - across all generations. The frontrunner in terms of popularity is direct mail from the food industry with 80%, while 41% are happy to receive advertising information from the DIY and gardening sector.
The Briefkasten Monitor also shows that most respondents, regardless of age or region, would like to receive direct mail and therefore do not have an "unwanted advertising" sticker on their letterbox.
EHI Retail Institute: The future of offer communication
Together with experts from the retail and service sectors, including MEDIA Central and Offerista, the EHI Retail Institute has developed eight alternative visions of the future and used these possible scenarios to take a look at the future of offer communication up to the year 2035. Fancy a sneak peek?
Club Eco System scenario:
Target group-orientated retailer networks create emotional partnerships with added value. The prerequisite for this is an affluent society in which the willingness to consume is happily increasing. Added value is important to consumers in this scenario: customers not only want to be able to buy pet food, but are also happy to be able to cover a visit to the groomer or vet at the same retailer during their shopping trip.
Hyper Transparency scenario:
In this scenario, the economic environment is characterised by great uncertainty and therefore acts as a driver for a price-oriented consumer environment. The availability and prices of consumer goods are considered key criteria, the direct relationship between customer and retailer suffers from communicative disintermediation and is replaced by digital shopping agents.
Curious? You can find the respective studies in full on the websites of Spectos, the BVDA and the EHI Retail Institute. We also have further market research findings from the field of offer communication for you in cooperation with the IFH Köln in this year's studies "Die Bedeutung des Prospekts 2022" and "It's a match - channels of offer communication and their cross-media interaction"!
Our expert Palle Presting will be happy to answer any questions you may have on the subject of market research and looks forward to talking to you!