It's not easy for those who deliver print brochures. In many cases, they fail to distribute them because of the "no-advertising" stickers on the mailbox. Digitization is creating an alternative for advertisers. A German study of almost 500 Web.de and GMX customers on the use of brochures proves this: Digital brochures are a practical aid and useful supplement to the classic brochure in the mailbox. United Internet Media (UIM) enables advertising customers to deliver digital brochures to 30 million e-mail inboxes. The study shows for which sectors it is particularly worthwhile and how digital brochure users behave.
As many as 69 percent of Web.de and GMX users say they use digital brochures on the Internet. The digital brochures are mostly browsed through on the computer at home, and one in three already accesses digital brochures via their smartphone. Digital brochures have great potential, especially for advertisers and agencies in the areas of discounters and supermarkets, computers and technology, and leisure, sports and hobbies. One in two users of digital brochures said that offers from discounters & supermarkets are (very) interesting to them, while one in three values offers from the computer & technology and leisure, sports & hobby sectors.
Basically, the most popular brochures are those from stores where people already store regularly; this is confirmed by every second user of digital brochures. Digital brochures also offer advertisers the advantage that they can deliver their offers not to the mailbox of the entire household, but to the e-mail inbox of a specific target group thanks to targeting. This is because the latter perceive digital brochures as a useful supplement to traditional brochures.
In addition, digital brochures are paperless and therefore environmentally friendly, which saves costs. While potential customers cannot be reached due to the "please no advertising" sticker, the digital version is constantly available to everyone on mobile devices. 43 percent of Web.de and GMX users say they are also inspired by other offers at the POS. One in four has even bought a new store or product by using a brochure. Digitization is also advantageous for brochure lovers.
Cluster analysis: Four types of use
Within the study, a cluster analysis was also able to identify four different types of use, which differ as follows.
The intensive users - 24 percent of respondents: The intensive user makes intensive use of any form of brochures for shopping planning and inspiration. He is very media-savvy, makes greater use of tablets, and has an above-average interest in furniture, home improvement, and travel. This target group tends to include more women and is older.
The Digital Advocates - 34 percent of respondents: The digital advocate has a very positive attitude toward digital brochures. He also uses the Internet more frequently than average to research product information. Smartphone and laptop are also increasingly used. Digital brochures serve the intensive user as inspiration for online purchases, especially for fashion, computers & technology, and finance. The digital advocate is the youngest target group here and tends to contain more men.
The on-site decision makers - 14 percent of respondents: The on-site decision-maker uses both classic and digital brochures. In this target group, brochures are also a topic of conversation with friends and acquaintances. The target group has a high affinity for supermarket/discounter offers and is middle-aged.
The rejecters - 28 percent of respondents: For the rejecter, brochures generally play a subordinate role. They avoid advertising brochures because they do not reflect their needs.
Digital brochures can be delivered and advertised in a targeted manner
"The results of the studies clearly show the potential of digital brochures. With digital brochures, we offer an effective, efficient and environmentally friendly alternative to paper. The combination of 30 million e-mail inboxes and digital push delivery of brochures is unique in the German market," says Rasmus Giese, CEO of United Internet Media.
For advertisers, the effort required for digital brochure distribution is very low. The print templates can be easily adapted. Another advantage of the digital inbox over the print version is that the brochures can also be advertised in different formats on Web.de and GMX. For example, in the inbox with the Inbox Ad or on the log-out page with the MaxiAD Exclusive Maximus. This ensures additional awareness. The digital brochures can be targeted and delivered to the relevant addressees. This leads to significantly higher acceptance and opening rates among potential customers.