Insight - Marketing and Research Newsletter

Winter 2013

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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Volume 6, Issue 2 ��� Winter 2013 Newspaper readers research big purchases PAGE 2 Preseason football brings in extra revenue PAGE 6 JC Penney came back to newspapers. Share what the company learned. PAGE 7 INSIGHT Marketing and Research Newsletter Consumers Rely on Newspapers to Plan Shopping Purchases by Jane Hungarter, PNA/MANSI Media In the past week, at least half of the consumers who shopped for furniture, home furnishings, appliances or electronics made a purchase. To help plan for this buy, newspapers were cited as one of the top three mediums used by these shoppers in the past week, according to the Newspaper Association of America���s 2011 report, How America Shops and Spends. Newspaper and Newspaper Website Usage among Shopper Categories Read Newspaper Past 7 Days Visited Newspaper Website Past 7 Days Home furnishings, decorations 75% 76% 40% Percent of Adults Shopping/Purchasing by Category in the Past Week Shopped Home furnishings, decorations Purchased 13% 10% Furniture of any kind 6% 4% Small appliances 7% 5% Large appliances 4% 2% TV or home entertainment equipment 8% 6% 36% Furniture of any kind When asked whether the customer shopped for any of the following items in the past seven days and/or purchased the item, the response was as follows: Shopped for in Past 7 Days Small appliances 71% 37% Large appliances 74% 40% TV or home entertainment equipment 71% 34% Interestingly, the report notes that some purchase decisions are made well in advance of the actual buy. For larger items like furniture and large appliances, most consumers decide to shop for the particular item more than two weeks in advance. continued on page 8

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