In a recent report from comScore we see that the Fixed Internet is an overall preference over newspapers when it comes to methods used by females to do price comparisons.
This is the first time I’ve seen the term “Fixed Internet” in a research report and I think it’s a good way to delineate and therefore track mobile Internet shoppers from those using computers at home or in the office. And, it indicates that mobile is becoming a real player in the minds of consumers.
That being noted, the takeaway from this research is that the Internet, for most age categories, is the preferred method for shopping research but newspapers are a close second and mobile is growing, especially among younger consumers.
None of this is really surprising anymore but it helps make the point that if you’re trying to advertise a brand locally you have to be helping your retailers use the Internet as much, or more, than you help them with newspaper advertising. And, you have to be thinking about and testing mobile techniques for your brand.
The only way to cost-effectively help your retailers adjust to the changing way consumers shop is via a robust online marketing portal with a customizable ad builder that helps retailers create brand friendly new and old media campaigns.
The technology is here today to make that happen.