OFFERISTA HOUSEHOLD ADVERTISING SURVEY 2020: USE OF DIGITAL OFFER COMMUNICATION ACROSS ALL AGE GROUPS

Dresden, 27th August 2020 – It seems that the younger generations don’t just swallow up brochures and the older generations only use their smartphone for making calls: the digital communication of offers works across all age groups. This was the result of the latest household advertising survey by the Offerista Group. All age groups surveyed use the internet or their smartphones several times a week to browse offers and promotions. However, the older generation still use print advertising as well. The majority of those surveyed aged over 45 (63 percent) said they want to be inspired by offers and promotions in both print and digital brochures in future.

Almost half of younger people surveyed up to 34 years of age use fewer print brochures compared to previous years. They would welcome the exclusive digital communication of offers. On the other hand, 39 percent of those surveyed aged over 45 said they would miss receiving their brochures in the mail. The main reason for consumers across all age groups (62 percent) preferring not to receive print brochures is to avoid paper waste. More than half of those surveyed aged 18 to 44 value the permanent availability of digital advertising media on their smartphones.

Digital communication of offers replaces printed advertising brochures for younger generations in particular

Half of participants aged 25 to 34 years agree that digitalising the communication of offers has replaced printed advertising for them (top 2 boxes). However, more than 40 percent of participants aged 18 to 24 and 35 to 44 are in favour of digitalised communication of offers over print brochures. Those surveyed aged over 45 prefer a combination of print and digital to find out about offers and promotions (43 percent).

Google and retailer websites play an increasingly important role when looking for local offers as age groups increase. Almost a quarter of those surveyed aged between 25 and 34 use shopping apps to browse local offers. This is a fifth in the 18 to 24 and 35 to 44 age groups.

“Many consumers are interested in offers and advertising promotions. This is evident across all age groups. Older age groups are using the internet or smartphones more often to find offers. This shows that the digital communication of offers is on the rise and affects all age groups,” says Benjamin Thym, Managing Director of the Offerista Group.

Additional press releases about the household advertising survey 2020 by Offerista:
Offerista household advertising survey 2020: Two-thirds search online for special offers several times a week

Survey description
The household advertising survey by the Offerista Group GmbH was conducted from the end of May 2020 to the end of June 2020. A total of 1,233 people aged over 18 were surveyed.
The survey can be downloaded here by providing your contact details. Journalists can request the survey by emailing offerista@frauwenk.de.


About Offerista Group
As a shopper marketing network, Offerista Group GmbH offers tailored digital solutions for the location-based marketing of offers and branches. Offerista implements cross-channel campaigns to ensure that advertising messages are transported across a wide range of user-relevant channels. We make consumers so curious about products that they go to the shops and buy them. With a team of more than 120 employees throughout Europe, Offerista provides cross-channel support for retailer and manufacturer brands across all industries at every point in the customer journey. In addition to its headquarters in Dresden, it has further sites in Berlin, Essen, Vienna, Sofia, Budapest and Bucharest. The managing directors are Tobias Bräuer and Benjamin Thym.
Press contact Offerista Group:
Nicole Bucher
+49 (0) 351 41 88 94 41
nicole.bucher@offerista.com