Print in the Mix

Nielsen Study Reveals Shoppers Prefer Paper

New research from Nielsen examining the benefits of print and digital inserts and other forms of retail advertising were presented at Nielsen’s U.S. Consumer 360 Conference. Research findings shared:

Close to 70 percent of shoppers say they look at printed paper material either mailed to the home (67 percent) or in newspapers (69 percent) at least once per week in their quest for sales and promotions.

The only digital tactic that matches printed paper’s weekly reach is e-mail (67 percent). Far fewer people are looking to sales and product 
information from digital methods like social media sites (45 percent) or from smart or mobile phones (39 percent). Nielsen states that while consumers prefer print, the weekly usage conversion rates from digital are strong.

Shoppers want print and digital in the future. Nearly 90 percent of consumers say they want their print advertising in the future; more than 70 percent want e-mail and traditional Websites; and about one-third are interested in social and smart phone advertising applications.

How Shoppers Want to Receive Advertisements in the Future

To read this Print in the Mix Fast Fact and other print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (

Printscape Imaging and Graphics, Pittsburgh, has promoted Darin Smith to director of strategic planning. He had previously served as production manager and coordinator since 2007. Jared Lioi has been hired as color coordinator, responsible for overseeing digital print production for all five Printscape locations.

At UNIMAC Graphics, in Carlstadt, NJ, Frank Siega has been tapped as president of UNIMAC’s Packaging Group folding carton division; and Balla Murillo is the new packaging specialist.

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