Women buyers are more influenced by advertising circulars/inserts, television and newspaper ads than the internet, according to a recent study by Vertis. It’s not even close. When asked which MOST influences their buying decision, 67% said either TV, print circulars or newspaper ads. Advertising circulars and inserts were #1 at 38% (up from 32%). Television was second at 21%. Only 5% said the internet most influenced their buying decision. Here are some results of the study:
It is important to note that the study involved retail purchases of electronic equipment. The study does not suggest the internet is not consulted. It is. But it’s not the most influential in the buying decision. The findings show that 28% of these women buyers (and 38% Gen Y men) do consult the internet first when making a buying decision. Still, advertising inserts and newspaper ads combined are first media for 26%.
Consulting the Internet First
The results of the Consumer Focus Tech Savvy study [pdf here] were published December 4, 2006. Vertis Communications studies consumer behavior for many Fortune 500 companies. In 2005, Fortune magazine recognized Vertis as one of the “Most Admired” companies in Marketing and Advertising.
We don’t know how these results affect marketing to real estate buyers in your locale or niche but it would seem that diversification in advertising media is not a bad idea. E-mail also appears to be of little influence on buyers. The problem has been measuring the ROI on the various ad venues. More on how to measure ROI in a future post.
