- According to Nielsen TV (88%) and radio (92%) lead in weekly reach with US consumers.
- Marketers are shifting more money to digital but this may not be the best strategy for your product.
- The key to online is asking “do my prospects need to go online to learn about my product?”.
- TV is not dead and still remains the best way for consumers to learn about new products.
Even as consumers embrace digital channels for retailer marketing, traditional touch points have a bigger effect on product choices than digital according to Nielsen. Retailers should maintain and optimize spending on traditional circulars, since these will continue to be shoppers’ main source of information for the near term.
For consumers, having content options is no longer a luxury, but an imperative. But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used.[inlinetweet prefix=”” tweeter=”” suffix=””] Consumers still spend most of their time on traditional platforms[/inlinetweet], but they also look to explore the wide range of content channels made available by new media.