Newspaper Inserts Drive Users Online as Part of New Path to Purchase: Valassis, one of the nation’s leading media and marketing services companies, shared consumer insights from a recent survey conducted via social media that demonstrates favorable response to newspaper-delivered advertisements. According to findings from a 2012 Valassis survey, conducted on Facebook, 30 percent of respondents said they searched online for more information about a product or service within 30 days of seeing a newspaper insert. This consumer behavior further demonstrates how the traditional path to purchase has evolved and is no longer linear. The survey also revealed that of respondents who use newspaper inserts:
76 percent said inserts are one of the main reasons they purchase the newspaper;
92 percent say that inserts save them money; and
65 percent said inserts save them time.
Nearly 60 percent of insert users bought a product or service in response to seeing a newspaper insert, according to the survey. These findings indicate one of the ways traditional print and digital media work together to drive consumers from awareness to action.
