A recent Nielsen Study set out with the objective to discover the merits of print communications versus digital media.  The overall result?  Consumers from the study reported that print advertising has the most influence over their store, brand and shopping choices.

Additionally, the study had these other Key findings from Nielsen’s survey of 11,000 U.S. adults.  Sixty-seven percent of shoppers rely on weekly direct mail communication  of new products and special offers to determine their brand choices for the week.  Social media communication and a brand’s website had a 47 percent and 37 percent influence on buying choices of consumers.

An interesting statistic from this study was that the demographic age group of this study that reported being the most influence by direct mail marketing was the 15 to 32 age range — siting that print has more credibility than digital forms of communication.

Finally around 90 percent of the people in the study reported that the wish to continue to receive printed brand communications in the future to help make their purchasing decisions.

Timothy Freeman

President

Print & Graphic Communications Association