Post by samsparrow74 on Feb 15, 2024 12:05:45 GMT
The research also establishes an important difference between the media that deliver relevant information and those that serve to transmit advertising messages . “If an average is taken among all the generations consulted ( Young Millennial and Adult, Xennial and Baby Boomer), Facebook with the average 41% , Pay TV with 40% and Websites with 40% , are the media that deliver information more relevant, but not necessarily where they are most willing to receive advertising,” says Florencia Lovera , Marketing Manager of in-Store Media Argentina and Chile. On the other hand, physical and online supermarkets are the places where shoppers are most willing to receive advertising . For the physical market, more than 60% of all generations receive advertising positively. On the other hand, in the online market, advertising also plays an important role for more than 55% of users. “The shopper profiles worked on in the study are defined and differentiated by the customs, habits and lifestyles of each generation.
This is what ends up influencing and setting a trend when defining the purchase,” says Florencia Lovera. According to the In-Store Media study, 96% of those surveyed make their supply purchases in the physical Romania Phone Number List supermarket . For their part, 23% do so through supermarket websites , while 14% use last mile shopping apps (Rappi, Pedidos Ya, etc.). Therefore, contrary to popular belief about the digitalization of shopping, the preference for mass consumption is to complement the physical store with the online one . Although always with certain differences between generational categories regarding purchase size and frequency. “In Argentina, tactical purchases represent 40% , that is, those small purchases that satisfy the needs of 2 or 3 days, this due to the economic situation. 20 % of shoppers make weekly purchases and 40% make large purchases every 15 days ,” says Lovera.
In general, the frequency of visiting the supermarket varies between generations due to lifestyle, schedule distribution and the construction of the family nucleus. Thus, as age advances, the average number of visits goes from 7 visits per month to 10 visits per month . Despite this, the basic trend is that all generations stock their homes at the supermarket. Continuing with the supermarket, both physical and digital, the report shows that it is the most influential medium in the consumer's final purchase decision . Furthermore, it does so regardless of the differences between generations. “Knowing the different generational profiles, their tastes, preferences, and trends in purchasing habits is a great opportunity for brands and retailers to improve their communication strategies and approach towards the shopper ,” says Lovera.
This is what ends up influencing and setting a trend when defining the purchase,” says Florencia Lovera. According to the In-Store Media study, 96% of those surveyed make their supply purchases in the physical Romania Phone Number List supermarket . For their part, 23% do so through supermarket websites , while 14% use last mile shopping apps (Rappi, Pedidos Ya, etc.). Therefore, contrary to popular belief about the digitalization of shopping, the preference for mass consumption is to complement the physical store with the online one . Although always with certain differences between generational categories regarding purchase size and frequency. “In Argentina, tactical purchases represent 40% , that is, those small purchases that satisfy the needs of 2 or 3 days, this due to the economic situation. 20 % of shoppers make weekly purchases and 40% make large purchases every 15 days ,” says Lovera.
In general, the frequency of visiting the supermarket varies between generations due to lifestyle, schedule distribution and the construction of the family nucleus. Thus, as age advances, the average number of visits goes from 7 visits per month to 10 visits per month . Despite this, the basic trend is that all generations stock their homes at the supermarket. Continuing with the supermarket, both physical and digital, the report shows that it is the most influential medium in the consumer's final purchase decision . Furthermore, it does so regardless of the differences between generations. “Knowing the different generational profiles, their tastes, preferences, and trends in purchasing habits is a great opportunity for brands and retailers to improve their communication strategies and approach towards the shopper ,” says Lovera.