Vertis: Print inserts are crucial in decision making

Forget about television commercials and don't rely too heavily on word-of-mouth. According to a recent study from Vertis Communications, print inserts are a huge factor in product buying decisions.

by Kristina Knight

The study found that 27% of adults in the US turn to product inserts when looking for product information; this is an increase of 8% over the past 10 years. Television commercials, meanwhile, only influence 8% of consumers. That is a decrease from 1998 when 22% of consumers turned to television to make purchasing decisions.

The study further found that women (aged 18 - 24) are becoming more a part of the decision-making process, increasing their influence from 68% in 1998 to more than 90% in 2008.

Big-ticket purchasing decisions have changed over the past ten years as well. Ten years ago Americans made quick decisions about vacation travel and in many cases made snap decisions about purchases from $100 and over. With rising gas prices, consumers aren't making such fast decisions. In fact, the survey found that 40% of consumers won't make a purchase of over $100 this year.

This study is by no means an indication that marketers should turn away from having an online presence. Quite the contrary. With users more concerned about gas and energy prices, many are staying home. Rather than the mall they turn to virtual shopping hubs. So, creating or increasing an online presence is a good way to attract a larger demographic for products.