DACH study shows: Digital advertising brochures are booming
The digitalization of brochure advertising is progressing, with more than nine out of ten people in the DACH region now familiar with digital advertising brochures. This was revealed by a study conducted by Annalect on behalf of United Internet Media.
Digital brochures and the role of the email inbox is the title of the study. 6000 online users aged 18 to 69 in the DACH region were surveyed for this purpose.
Those who are familiar with digital brochures also use them regularly. In Germany in particular, two thirds of respondents use web brochures at least once a month. In Austria and Switzerland, this applies to just over half of respondents. In the DACH region, digital brochures are most frequently accessed via smartphone (81 %). The web advertising leaflets of supermarkets/discounters are used particularly often (84 % Germany, 80 % Austria, Switzerland 70 %). Drugstores follow in second place in Germany (41 %) and Austria (34 %), while clothing stores take second place in Switzerland with one third (33 %).
Sustainable and always available
The top three reasons for using digital brochures are similar in all three countries: less waste (Germany 72 %, Austria 73 %, Switzerland 70 %), environmental friendliness (Germany 68 %, Austria 68 %, Switzerland 64 %) and constant availability on the smartphone (Germany 59 %, Austria 62 %, Switzerland 55 %). The ability to select which digital brochures they want is a decisive factor for 55% of respondents in Germany and Switzerland, and 58% in Austria. The fact that they always arrive on time and not crumpled or wet is important for 56% in Germany, 54% in Austria and 49% in Switzerland.
"Digital brochures are perceived by users as environmentally friendly and practical - a clear image gain for mailers. The digital version also has a number of advantages in terms of efficiency, such as punctuality and a targeted approach. Thanks to first-party data and our TGP targeting technology, we can deliver messages precisely to the desired target group," says Rasmus Giese, CEO of United Internet Media.
Newsletters are the most important channel for digital brochures
Half of the respondents in the DACH region who are aware of digital brochures see newsletters as the most important channel for the perception of online advertising leaflets (50 %). Digital brochures on apps from stores or retailers are seen by 44% of respondents, and on their websites by 43%. News or content in the email inbox, such as advertisements, reach 41% of users.
More than half (55 %) of those who are aware of online advertising leaflets have already become aware of digital brochures in their email inbox. Of these, 71 percent in Germany, 63 percent in Austria and 62 percent in Switzerland regularly use Internet brochures via their e-mail inbox. Overall, 65% stated that they use digital brochures in their email inbox at least once a month, and 61% have already purchased a product after noticing it in a digital brochure in their email inbox.
"The study shows a high willingness to buy products that are advertised in a digital brochure in the email inbox. Brochures in newsletters or the Inbox Ad on WEB.DE and GMX with direct links to stores and special offers can significantly shorten the customer journey," says UIM CEO Rasmus Giese.
Scroll and zoom function are at the top of the wish list
The requirements for digital brochures vary slightly between countries. In Germany, the scroll function is most important for more than half of respondents, followed by the zoom function and the display of nearby products and discounts. In Austria and Switzerland, on the other hand, the zoom function is in first place, followed by the display of products and discounts. The scroll function is in second place in Austria and only in third place in Switzerland.
United Internet Media (UIM) is the media marketer of United Internet AG. The specialist for branding and dialog products offers the Group's own portals WEB.DE, GMX and 1&1 as well as the partner portals Gelbe Seiten, Das Örtliche and Das Telefonbuch.
