Source Print in the Mix
Shopper Sciences, IPG Mediabrands’ research and shopper marketing consultancy, conducted a national study commissioned by Google to explore how the changing world of media is influencing shoppers’ move from undecided to decided as they move along the path to purchase.
Conducted in April 2011 among 5,000 U.S. shoppers across 12 diverse shopping categories, from groceries to cars to financial products, the research analyzed the role of more than 50 different media sources—including traditional advertising, internet search and display, mobile, online social and retail store channels.
The research divided potential forms of influence into three areas:
- “Stimulus” — marketing efforts that spark the consumer’s awareness and familiarity with a product or service;
- The “Zero Moment of Truth” — research and fact finding activities about a product or service directly undertaken by consumers;
- The “Final Moment of Truth” — the moment at the shelf, before purchase, in the retail store.
According to the study, today’s shoppers are digging up more information, from more sources, before they buy. The survey reveals that the average shopper uses 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010. Those 10.4 sources range from TV commercials and magazine articles, to recommendations from friends and family, to websites, ratings and blogs online.
Survey participants were asked, “When you were considering purchasing [PRODUCT] what sources of information did you seek out to help with your decision?”
The top marketing sources delivered by the three forms of influence mentioned above:
Top “Stimulus” Sources Used By Shoppers When Making Purchase Decisions By Type
(top defined as those above a 17% source usage average)
- TV commercial 37%
- Direct mail or catalog from brand/manufacturer 31%
- Newspaper ad/newspaper insert 29%
- Newspaper article/review/information 28%
- Magazine article/review/information 27%
- Magazine advertisement 24%
- Email received from a brand/manufacturer 23%
- Online ads noticed while browsing 22%
- Direct mail or catalog from store/retailer 22%
- TV show featured a product 21%
- Billboard ad 16%
N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, April 2011.
Analysis shows that 82% of 18-34 year olds cited “stimulus” mediums on the path to purchase, roughly 5% higher than 35-49 year olds (77%), and 10% higher than 50-plus year olds (72%).