Technology Quotient: 92% of Millennials ‘Extremely Likely’ to Buy Products After Seeing Out-of-Home Advertising


92% of Millennials ‘Extremely Likely’ to Buy Product After Seeing Out-of-Home Advertising

Investigation reveals changes in out-of-home behaviors and buying trends at grocery stores and pharmacies during COVID-19.

Main conclusions:

  • Retailer loyalty has grown among Millennials and Gen Z in-store shoppers.

  • In-store shopping is getting a makeover: consumers go there fast and with a plan.

  • Relevant and timely messages remain essential for consumers.

Almost a year after our mid-pandemic consumer survey, we followed up to understand how COVID-19 impacted in-store buying behaviors and the power of outdoor advertising (OOH). Both surveys highlight the importance of in-person shopping and reaching consumers with the right message, but there are some interesting differences that we believe illustrate the post-pandemic opportunity for brands and retailers to reach and to reach consumers.

To learn more about changing consumer behavior, dive into the results below.

Retailer loyalty strengthened among Millennials and Gen Z in-store shoppers

In-person shopping habits changed during the pandemic and are now stronger than ever. The results of a recent survey showed that 95% of shoppers visit the grocery store or drugstore at least once a week, which is an increase from 90% of shoppers in August 2020. Nearly a third of respondents (32%) said they take more trips now than they did during the height of the pandemic. Although behaviors changed during the pandemic, the results of this survey show that many consumers still choose to visit their grocery store or pharmacy regularly.

In terms of retailer preference, 88% of shoppers say they usually visit the same store to restock. This number is up 5% from our first survey at the height of the pandemic, with notable differences in behavior across age groups. In a poll in August 2020, baby boomers were the demographic group most likely to visit the same store at 86%. In this most recent survey, Millennials emerged as the 90% most likely group to visit the same store.

Consumers are also more aware of OOH advertising: 73% of consumers said they noticed OOH advertising when shopping, and 43% of consumers said they noticed OOH advertising more than at the height of the pandemic. . Along with outdoor billboards, outdoor in-store advertising in grocery stores, drugstores and convenience stores was cited by 55% of respondents as the most memorable.

With many people shopping in-store and critical age groups showing loyalty to specific stores, the opportunity is perfect for retailers to build relationships with their shoppers – OOH advertising is a great way to do this. .

In-store shopping gets a makeover: consumers go fast and with a plan

It’s not just the frequency of shopping that has changed, the way consumers shop during the pandemic has changed in terms of duration. As an example, 53% of shoppers said the way they shop has changed throughout the pandemic and 43% said they now shop faster. In order to run errands faster, more and more consumers are planning ahead, with 91% of shoppers responding that they come to the store with a specific plan in mind.

But even for the most passionate planners, there are plenty of opportunities for advertisers to influence purchasing choices. In fact, today’s consumers say they are more likely to buy products after seeing them in OOH ads. Almost two-thirds of shoppers (61%) say they’re likely to buy a product after seeing it in an OOH ad.

Among the groups most influenced by this type of advertising, 92% of Millennials and 77% of Gen Z respondents said they were extremely likely to buy a product after seeing an OOH advertisement for it. OOH creates a strong opportunity for advertisers to capture attention in times of high intention and to inspire consumers to buy. Targeted offers and promotions also create a strong opportunity for brands to connect with shoppers before they walk into the store with their buying plan.

Relevant and timely messaging remains key for consumers

Reaching consumers with impactful and relevant messages is also essential. Overall, 80% of consumers think the brand’s message is important, especially given the realities of COVID-19 within the consumer community. Compared with August 2020, this is a 17% increase in the number of consumers who think messaging is important.

With 43% of consumers saying they recognize OOH advertising more than they did during the height of the pandemic and 41% noticing it as often, it is essential that brands get the right message out. This is especially beneficial for digital outdoor advertising (DOOH), as digital advertising has the speed and agility to update relevant messages in real time. If brands are successful in creating relevant messages, they are likely to receive a positive reception from consumers.

New consumer expectations and how to meet them

While they’ve changed a lot during the pandemic, some key facts remain true: In-store shopping is a staple, but consumers are approaching it differently, demographic shifts are underway, and messaging is key. Armed with this knowledge, advertisers and retailers can reach their consumers using OOH advertising to create impactful campaigns that lead to sales. With Quotient’s DOOH solutions, advertisers can activate campaigns quickly and reach buyers when it matters most.

Contact our team at [email protected]to find out how Quotient can structure your campaigns around the latest consumer trends.

Methodology: Quotient conducted two surveys of more than 1,000 respondents from different age groups in the United States via Pollfish in June 2021 and Survey Monkey in August 2020 to assess changes in consumer buying behavior during the pandemic.


Quotient Technology Inc. published this content on July 21, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on July 21, 2021 05:47:05 PM UTC.

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