Media of Influence in Holiday Shopping.

For marketers trying to increase marketing ROI this holiday season, aligning their ad expenditures with what consumers say most influence them to shop a particular store is a great place to start. BIGresearch asked 7,828 consumers as part of their monthly Consumer Intentions and Actions (CIA) survey in December to identify which media most influence shopping at a particular store. Coupons (38.7%), Newspaper Inserts (34.9%) and Word of Mouth (29.0%) topped the list for rank order and interestingly, they also serve to reinforce each other.

The survey also identified cyclical results when media is isolated by category. For example, consumers who are likely to be influenced by Coupons are also likely to be influenced by Newspaper Inserts (57.1%) and by Word of Mouth (44.5%).

“We are finding a spiral / looping effect among the top three media influencers during the holiday season. Marketers who are utilizing coupons and newspaper inserts over the final shopping days stand a better chance of influencing customers to shop their stores,” said Joe Pilotta, VP of Research for BIGresearch.

“By getting coupons and inserts into the hands of consumers, marketers are generating additional buzz, i.e. Word of Mouth. People are more likely to talk to each other in a crowded shopping mall about sales and where to find popular items during the holiday season,” said Pilotta.

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For more information at http://www.bigresearch.com