Infographic: Analog Catalogs Had Big Influence on Holiday Shoppers

Holiday Shoppers Influenced More By Paper Catalogs: Here’s some food for PR campaign thought—paper catalogs influenced both in-store and online holiday retail purchases more than social media platforms.

According to Baynote’s December 2012 Holiday Online Shopping Survey, which took the pulse of 1,000 consumers, paper catalogs influenced 81.9% more in-store purchases and 42.9% more online purchases than Facebook.

Other results include:

  • Paper catalogs influenced twice as many consumers as both Pinterest and Twitter, for both in-store and online purchases.

  • Social platforms were most influential to consumers between the ages of 25 and 34, while paper catalogs were most influential among consumers 45 years and older.

  • Consumer preference for tablets was most pronounced when browsing websites in search of products to purchase; while 40% of tablet owners (or 21.9% of all respondents) used their device for browsing, only 28.4% used smartphones.

  • Consumers between the ages of 18 and 44 were most likely to make a purchase using a mobile app (32% did so), while consumers 45 and older were least likely (just 14.1% did so).

Source: Baynote


Follow Scott Van Camp: @svancamp01

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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