Digital Circulars Said Top Ad Channel Influencing Parents’ In-Store CPG Decisions

September 30, 2014

GODigital-Ads-and-Parents-In-Store-CPG-Decisions-Sept2014Source: G/O Digital [download page]

    Notes: Digital circulars have more of an influence on parents’ in-store food and beverage product decisions than a variety of other advertising types including newspaper ads, PPC, direct mail, and TV, finds G/O Digital in its latest study. Separately, the survey reveals that that parents want the ability to clip and add deals (like coupons) digitally to their loyalty cards, and that a majority of mothers (79%) and fathers (60%) are more likely to purchase a food or beverage item at their local supermarket when a digital circular provides deals/offers that are locally relevant and personalized. Respondents, meanwhile, are frustrated by online and mobile ads from food and beverage brands that are not locally relevant to products and prices in-store.

      Related: CPG Brand Loyalty On the Rise, Though Consumers Still Seek Value

        About the Data: G/O Digital’s study was fielded from 7/2-7/9/2014 among 1,000 mothers and fathers in the US aged 30-50 years old who are interested in grocery shopping, have at least one child, and own at least one desktop/laptop computer and a smartphone or tablet.

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