2014 Consumer Engagement Study. canada.org
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1 2014 Consumer Engagement Study canada.org 1
2 2014 Consumer Engagement Study Objectives Flyer usage and readership Preferred method of receipt by type Flyers drive action Reasons for reading flyers Readership of flyers by category Study design 2
3 Executive Summary More people still read printed flyers compared to online flyers, catalogues or coupons. Use of printed flyers and catalogues has remained constant in the past year while online flyer usage has increased. Usage of samples and coupons in English Canada has declined. Consumers prefer to have printed flyers delivered to their homes and online flyers delivered to their personal computers. They prefer their coupons in multiples and in printed format. Thoroughness of reading or looking into both printed and online flyers depends on the product(s) advertised. Consumers respond to flyers two thirds of them purchase products or visit stores or dealers after seeing a flyer. Both printed and online flyers are primarily used to look for deals or the best prices available. 3
4 Study Objectives Measure usage of printed flyers, online flyers, catalogues, samples and coupons. Break out results by demographic category. Establish preferred method of receipt of Canadians printed flyers, online flyers and coupons. Determine main reasons for reading or looking into printed and online flyers. Establish actions taken as a result of viewing a flyer. Determine thoroughness of readership of printed and online flyers by product category. 4
5 FLYER USAGE AND READERSHIP 5
6 Nine out of ten adults (93%) report reading, looking into or accessing any type of flyer. 6
7 More People Read Printed Flyers % 35 Printed Flyers Coupons Online flyers Samples Catalogues 2014 Question: Which of the following do you read, look into or access? English only. 7
8 Flyer Usage by Region Ontario indexes above average for all types of flyer media. % 2014 TOTAL West Ontario Atlantic Printed Flyers Coupons Online flyers Samples Catalogues Question: Which of the following do you read, look into or access? English only. 8
9 Flyer Usage 2014 vs Usage of printed flyers has remained the same in English Canada. Online flyer usage has increased by 18% over last year % Printed Flyers Coupons Online flyers Samples Catalogues Question: Which of the following do you read, look into or access? English only. 9
10 Printed Flyer Usage by Region 2014 vs % Total Adults West Ontario Atlantic Question: Which of the following do you read, look into or access? English only. 10
11 Coupon Usage by Region 2014 vs % Total Adults West Ontario Atlantic Question: Which of the following do you read, look into or access? English only. 11
12 Online Flyer Usage by Region 2014 vs % Total Adults West Ontario Atlantic Question: Which of the following do you read, look into or access? English only. 12
13 Sample Usage by Region 2014 vs % Total Adults West Ontario Atlantic Question: Which of the following do you read, look into or access? English only. 13
14 Catalogue Usage by Region 2014 vs % 32 Total Adults West Ontario Atlantic Question: Which of the following do you read, look into or access? English only. 14
15 PREFERRED METHOD OF RECEIPT 15
16 Preferred Method of Receipt Printed Flyers Delivered to door 55 % In the mail 36 In a daily newspaper In a community newspaper In a bag Pick it up in store Pick it up in building's lobby The clear preference is for any method that does not involve effort on the part of the consumer. Pick it up in newspaper box 7 Question: How would you prefer to receive your printed flyers? English only. Because duplication of response was allowed, it is likely that Delivered to door includes delivered to the door in a newspaper. 16
17 Preferred Method of Receipt Online Flyers In with a link to retailer's website 41 % Delivered to In Box on personal computer 38 On flyer website on personal computer 33 Delivered to In Box on tablet computer 11 On a flyer website on tablet computer Delivered to In Box on cell phone Here the clear preference is for receipt on a personal computer. On flyer website on cell phone 7 Question: How would you prefer to receive your online flyers? English only. 17
18 Preferred Method of Receipt Online Flyers Media Summary 73 Flyer websites have above average preference among: Men % 39 Any Any flyer website Any includes Delivered to In Box on PC, tablet and/or cell phone and/or In an with a link to retailer s website. Any flyer website includes On a flyer website on PC, tablet and/or cell phone and/or In an with a link to retailer s website. Question: How would you prefer to receive your online flyers? English only. 18
19 Preferred Method of Receipt Online Flyers Device Summary 57 Personal computer has above average preference among: Seniors % Any PC Any tablet Any cell phone Any PC includes Delivered to In Box on your PC and/or On a flyer website on your PC. Any tablet includes Delivered to In Box on your tablet and/or On a flyer website on your tablet computer Any cell phone includes Delivered to In Box on your cell phone and/or On a flyer website on your cell phone Question: How would you prefer to receive your online flyers? English only. 19
20 Preferred Method of Receipt Coupon Offers A group of coupons in the mail 65 % In a flyer 44 Online that you can print at home 39 You choose online but then mailed to you A single coupon in the mail Multiple coupons in print format are preferred. On cell phone or tablet computer 12 Question: How would you prefer to receive your coupons? English only. 20
21 FLYERS DRIVE ACTION 21
22 Flyers Drive Action 2014 Actions Taken as a Result of Seeing Flyers % Purchased a product or service in a store 75 Visited a store or dealer within the week 74 Went online to find out more about a product or service 49 Saved flyer for future use 35 Purchased a product or service online 35 Recommended a product/service to others 28 Forwarded an online flyer or coupon to others 20 Question: Which of the following actions have you taken as a result of viewing a flyer? English only. 22
23 Flyers Drive Action 2014 vs Actions Taken as a Result of Seeing Flyers % Purchased a product or service in a store* Visited a store or dealer within the week Went online to find out more about a product or service Saved flyer for future use Recommended a product/service to others Purchases increased, store visits decreased Question: Which of the following actions have you taken as a result of viewing a flyer? English only. * The words in a store were added in
24 REASONS FOR READING FLYERS 24
25 Reasons For Reading Printed Flyers To look for deals or sales 84 % To determine the best price for products and services you intend to buy 78 To find out where to buy products and services 51 To get ideas about products and services To get information about products or services To learn about new products and services The most frequently stated reasons for reading printed flyers are to determine prices and to look for deals. To keep up with trends 15 Question: Please indicate your main reasons for reading or looking into printed flyers. English only. 25
26 Reasons For Reading Online Flyers The most frequently stated reasons for reading online flyers are also to determine prices and to look for deals. To look for deals or sales 85 % To determine the best price for products and services you intend to buy To get information about products or services To find out where to buy products or services To get ideas about products and services 44 To learn about new products and services 43 To keep up with trends 19 Question: Please indicate your main reasons for reading or looking into printed flyers. English only. 26
27 READERSHIP OF FLYERS BY CATEGORY 27
28 Thoroughness of Reading Flyers Printed and Online Categories Measured Appliances, Furniture, Home Furnishings Automotive Clothing and Accessories Computer Hardware and Software Entertainment and Restaurants Groceries Hardware Products Health Care, Personal Care Items Home Entertainment Items Home Improvement Products/Services Hospitals, Charities, Fundraisers Investments, Banking Services Real Estate Sports Equipment Travel and Tourism Wireless Products 28
29 Printed Flyer Readership Appliances, Furniture, Home Furnishings All/Almost all pages 5% None/NA 25% Most pages 15% A few pages 24% Printed flyers for appliances, furniture or home furnishings are more likely to be thoroughly read by: Adults in families Middle aged consumers Just skim 31% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 29
30 Online Flyer Readership Appliances, Furniture, Home Furnishings All/Almost all pages 5% None/NA 29% Most pages 13% A few pages 25% Online flyers for appliances, furniture or home furnishings are more likely to be thoroughly read by: Widowed, divorced or separated Just skim 28% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 30
31 Printed Flyer Readership Automotive All/Almost all pages 7% None/NA 37% Most pages 13% A few pages 18% Printed flyers for automotive are more likely to be thoroughly read by: Adults in families Ontario residents Just skim 25% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 31
32 Online Flyer Readership Automotive None/NA 36% All/Almost all pages 7% Most pages 14% A few pages 18% Online flyers for automotive are more likely to be thoroughly read by: Men Seniors Ontario residents Just skim 25% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 32
33 Printed Flyer Readership Clothing and Accessories None/NA 13% All/Almost all pages 13% Most pages 20% Printed flyers for clothing & accessories are more likely to be thoroughly read by: Women With children in the home Just skim 27% A few pages 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 33
34 Online Flyer Readership Clothing and Accessories None/NA 22% All/Almost all pages 12% Most pages 21% A few pages 21% Online flyers for clothing & accessories are more likely to be thoroughly read by: Women With children in the home Widowed, divorced or separated Just skim 24% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 34
35 Printed Flyer Readership Computer Hardware and Software None/NA 24% All/Almost all pages 9% Most pages 17% A few pages 20% Printed flyers for computer hardware/ software are more likely to be thoroughly read by: Men Adults in families Middle aged Employed Just skim 30% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 35
36 Online Flyer Readership Computer Hardware and Software None/NA 30% All/Almost all pages 9% Most pages 23% A few pages 16% Online flyers for computer hardware/ software are more likely to be thoroughly read by: Men With children Middle aged Atlantic provinces residents Just skim 22% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 36
37 Printed Flyer Readership Entertainment and Restaurants None/NA 19% All/Almost all pages 11% Most pages 21% Printed flyers for entertainment or restaurants are more likely to be thoroughly read by: Adults in families Middle aged Employed Just skim 21% A few pages 28% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 37
38 Online Flyer Readership Entertainment and Restaurants None/NA 25% All/Almost all pages 8% Just skim 24% Most pages 19% A few pages 24% Online flyers for entertainment or restaurants are more likely to be thoroughly read by: Employed people Western Canada residents Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 38
39 Printed Flyer Readership Groceries All/Almost all pages 57% None/NA 1% Most pages 23% Printed flyers for groceries are more likely to be thoroughly read by: Women Widowed, divorced or separated Atlantic provinces residents Just skim 6% A few pages 13% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 39
40 Online Flyer Readership Groceries All/Almost all pages 40% None/NA 9% Most pages 27% A few pages 15% Just skim 9% Online flyers for groceries are more likely to be thoroughly read by: Women Seniors Not employed Atlantic provinces residents Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 40
41 Printed Flyer Readership Hardware Products All/Almost all pages 16% None/NA 15% Most pages 21% A few pages 24% Printed flyers for hardware products are more likely to be thoroughly read by: Men Married or common law Atlantic provinces residents Just skim 24% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 41
42 Online Flyer Readership Hardware Products All/Almost all pages 9% Most pages 22% A few pages 20% Online flyers for hardware products are more likely to be thoroughly read by: Men Middle aged Atlantic provinces residents None/NA 28% Just skim 21% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 42
43 Printed Flyer Readership Health Care, Personal Care Items All/Almost all pages 17% None/NA 16% Most pages 18% A few pages 26% Printed flyers for health care or personal care items are more likely to be thoroughly read by: Women Widowed, divorced or separated Ontario residents Just skim 23% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 43
44 Online Flyer Readership Health Care, Personal Care Items All/Almost all pages 11% None/NA 25% Most pages 20% A few pages 22% Online flyers for health care or personal care items are more likely to be thoroughly read by: Women Widowed, divorced or separated Ontario residents Just skim 22% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 44
45 Printed Flyer Readership Home Entertainment Items All/Almost all pages 9% None/NA 22% Most pages 17% A few pages 26% Printed flyers for home entertainment items are more likely to be thoroughly read by: Men In families Middle aged Just skim 26% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 45
46 Online Flyer Readership Home Entertainment Items All/Almost all pages 9% None/NA 25% Most pages 23% Online flyers for home entertainment items are more likely to be thoroughly read by: Men In families Ontario residents A few pages 19% Just skim 24% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 46
47 Printed Flyer Readership Home Improvement Products/Services None/NA 19% All/Almost all pages 13% Most pages 18% A few pages 25% Printed flyers for home improvement products or services are more likely to be thoroughly read by: Men In families Middle aged Ontario residents Just skim 25% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 47
48 Online Flyer Readership Home Improvement Products/Services All/Almost all pages 9% None/NA 27% Most pages 18% A few pages 19% Online flyers for home improvement products or services are more likely to be thoroughly read by: In families Ontario residents Just skim 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 48
49 Printed Flyer Readership Hospitals, Charities, Fund Raisers All/Almost all pages 3% Most pages 4% A few pages 18% Printed flyers for hospitals, charities or fund raisers are more likely to be thoroughly read by: Widowed, divorced or separated people None/NA 39% Just skim 36% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 49
50 Online Flyer Readership Hospitals, Charities, Fund Raisers All/Almost all pages 3% None/NA 48% Most pages 4% A few pages 19% Just skim 26% Online flyers for hospitals, charities or fund raisers are more likely to be thoroughly read by: Widowed, divorced or separated people Western Canada residents Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 50
51 Printed Flyer Readership Investment, Banking Services None/NA 43% All/Almost all pages 5% Most pages 8% A few pages 14% Printed flyers for investment or banking services are more likely to be thoroughly read by: Men Widowed, divorced or separated Ontario residents Just skim 30% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 51
52 Online Flyer Readership Investment, Banking Services All/Almost all pages 4% Most pages 11% A few pages 11% Online flyers for investment or banking services are more likely to be thoroughly read by: Men Middle aged Ontario residents None/NA 50% Just skim 24% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 52
53 Printed Flyer Readership Real Estate All/Almost all pages 3% Most pages 10% None/NA 41% A few pages 19% Printed flyers for real estate are more likely to be thoroughly read by: Men In families Ontario residents Just skim 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 53
54 Online Flyer Readership Real Estate All/Almost all pages 5% Most pages 9% None/NA 45% A few pages 18% Just skim 23% Online flyers for real estate are more likely to be thoroughly read by: Widowed, divorced or separated In families Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 54
55 Printed Flyer Readership Sports Equipment None/NA 42% All/Almost all pages 5% Most pages 8% A few pages 18% Printed flyers for sports equipment are more likely to be thoroughly read by: Men With children Ontario residents Just skim 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 55
56 Online Flyer Readership Sports Equipment None/NA 43% All/Almost all pages 4% Most pages 13% A few pages 13% Online flyers for sports equipment are more likely to be thoroughly read by: Men With children Middle aged Just skim 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 56
57 Printed Flyer Readership Travel and Tourism None/NA 25% Just skim 26% All/Almost all pages 10% Most pages 18% A few pages 21% Printed flyers for travel and tourism are more likely to be thoroughly read by: Men Middle aged Ontario residents Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 57
58 Online Flyer Readership Travel and Tourism All/Almost all pages 10% Most pages 18% A few pages 15% Online flyers for travel and tourism are more likely to be thoroughly read by: Men In families None/NA 27% Just skim 30% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 58
59 Printed Flyer Readership Wireless Products None/NA 35% All/Almost all pages 5% Most pages 11% A few pages 22% Printed flyers for wireless products are more likely to be thoroughly read by: Men Widowed, divorced or separated With children Ontario residents Just skim 27% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 59
60 Online Flyer Readership Wireless Products None/NA 36% All/Almost all pages 6% Most pages 15% A few pages 21% Online flyers for wireless products are more likely to be thoroughly read by: Men Widowed, divorced or separated With children Just skim 22% Question: How thoroughly do you personally read or look into printed flyers for the following products or services? 60
61 STUDY DESIGN 61
62 Study Design An online study was conducted in Canada, managed by Totum Research using the Research Now online panel. Research Now is the largest supplier of research panels in the world. The Canadian panel, Web Perspectives, offers 423,000 adult Canadians who have agreed to participate in online surveys. Invitation blasts were sent out on 21 October 2013 and fieldwork was completed on 30 October
63 Study Design 500 interviews conducted in English only with a margin of error of 4.4% Regional, age and gender targets achieved ensuring reasonable representation Respondents equally divided between men and women Three regions included West, Ontario and Atlantic Canada At least 40% of the respondents aged Weighting was conducted in the final analysis so sample conformed to national representation. 63
64 Questionnaire Which of the following do you read, look into or access? Printed flyers; Online flyers; Catalogues; Samples; Coupons; None of the above. How would you prefer to receive your printed flyers? In a daily newspaper; In a community newspaper; In the mail; In a bag ; Delivered to your door; Pick it up at a newspaper box; Pick it up in a store; Pick it up in the lobby of your building; No preference. How would you prefer to receive your online flyers? Delivered to your In Box on your personal computer (PC); Delivered to your In Box on your tablet computer; Delivered to your In Box on your cell phone; Viewed in a browser on a flyer website on your personal computer (PC); Viewed in a browser on a flyer website on your tablet computer; Viewed in a browser on a flyer website on your cell phone. How would you prefer to receive your coupons? In a flyer; A single coupon in the mail; A group of coupons in the mail; Online that you print at home; You choose online but then mailed to you; On your phone or tablet computer. 64
65 Questionnaire How thoroughly do you personally read or look into printed flyers for the following products or services? And how thoroughly do you personally read or look into online flyers for the following products or services? All/Almost all pages; Most pages; A few pages; Just skim the pages; Do not look at. Appliances, Furniture, Home Furnishings Automotive Clothing and Accessories Computer Hardware and Software Entertainment and Restaurants Groceries Hardware Products Health Care, Personal Care Items Home Entertainment Items Home Improvement Products /Services Hospitals, Charities, Fundraisers Investments, Banking Services Real Estate Sports Equipment Travel and Tourism Wireless Products 65
66 Questionnaire Which of the following actions have you taken as a result of viewing a flyer? Visited a store/dealer within the week; Went online to find out more about the product/service; Purchased a product or service in a store; Purchased a product or service online; Recommended a product or service to others; Saved for future usage; Forwarded an online flyer or coupon to others. Please indicate your main reasons for reading or looking into printed flyers. And what are your main reasons for reading or looking into online flyers. To get information about products or services; To find out where to buy products or services; To determine the best price for products or services you intend to buy; To get ideas about products and services; To keep up with trends; To learn about new products or services; To look for deals or sales; Other reasons. Demographics Gender; Age; Marital Status; Community Size; Number of people in household; Children in household and age; Employment status; Occupation; Residence type; Born in Canada; Length of time in Canada; Household income. 66
67 2014 Consumer Engagement Study canada.org 67
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