Knowing your readers is key to successful development of a promotional leaflet which ultimately helps boost your sales. Recent survey provides an up-to-date profile of an average fan of digital advertising.
Knowing your readers is key to successful development of a promotional leaflet which ultimately helps boost your sales. Recent survey provides an up-to-date profile of an average fan of digital advertising.
Who are those online promo leaflet aficionados? A survey of 12,658 users helped create a composite sketch of this group of consumers, including such vital statistics like gender, age and place of residence.
Online promo leaflets are female
In terms of vital stats, the population reading digital promo leaflets differs from readers of traditional printed catalogues, reveals the survey. Actually, most of readers of online advertising are women. This over-representation of fair sex is linked to an abundance of promotional offers by supermarkets (mostly visited by women) in online leaflets. In the grocery segment, a whopping 73 percent of online promo leaflet readers are female. Ladies account for 76 percent of readers of sections/ leaflets dedicated to toys. Other big winners among female population include interior decoration (71 percent) and cookery catalogues (67 percent). On the other side of the spectrum, DIY pages are mostly read by men (59 percent of readers).
Readers get younger
The survey also found that readers of online promotional leaflets are on average much younger than fans of printed leaflets. 64 percent of those who claim to read digital catalogues are between 18 and 49 years old. This age group accounts for just 52 percent of readers of traditional paper promo leaflets. Again, reader’s average age will largely depend on the type of activity. For example, 54 percent of readers of catalogues dedicated to DIY and home improvement are over 50 years old.
Majority are city folk
With 70 percent of online leaflet readers coming from localities with population over 20,000, urbanites seem to be keener on digital catalogues than country folk. These figures are directly linked to a greater availability of smartphones and tablets in urban areas, compared to smaller localities and countryside.
Source: http://www.lsa-conso.fr/portrait-robot-des-lecteurs-de-prospectus-digitaux-etude,249150
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