Half of shoppers in Austria compile shopping lists based on leaflets

Whether it’s the current tense consumer mood due to inflation or simply the fact that print media has traditionally been of significance in German-speaking countries, it’s clear that leaflets remain a key part of a successful promotional strategy to reach consumers, according to a new European study by Focus Media Research.

In Austria and Germany, leaflets (print or digital) are regarded as the most motivating advertising medium in food retail and drugstores/perfumeries. Online communication tools for offers, such as online shops and retail websites, price comparison portals and mobile apps, are behind classic or online commercial leaflets.

In Switzerland, the situation is slightly different – although leaflets represent the number one choice among Swiss, the mix of media types surveyed is balanced.

In addition to motivation, actual use certainly comes first. In Austria and Germany, more than three quarters of respondents say that they use leaflets (whether printed or digital) intensively to shop for groceries or browse between goods. In Switzerland, half of consumers use leaflets intensively.

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