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Research: How America Shops and Spends


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Jim Conaghan

Vice President of Research & Industry Analysis, NAA

Monday, April 15, 2013


Get the latest data on consumer shopping habits and media usage, based on a national study of adult consumer shopping and buying behavior plus media usage habits. Takeaways include market intelligence on how consumers shop and purchase a variety of products, how they use newspaper media while shopping and buying, and the levels of engagement consumers have with newspaper advertisements.

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Video Highlights

Recap: How America Shops and Spends

Results of the latest installment in NAA’s “How America Shops and Spends” surveys were shared in a Monday session presented by Jim Conaghan, NAA vice president of research and industry analysis. The research, conducted by Frank N. Magid Associates for NAA, was designed to help advertisers understand the current dynamics of consumer shopping and how that activity interacts with newspaper media. Previous HASS studies documented the considerable importance of various media sources in the shopping process. READ MORE

Storify: How America Shops and Spends

Key Takeaways:

  • Consumers take action as a result of newspaper advertising –81 percent in the past month.
  • More than one-third of non-readers (35 percent) use thenewspaper during the week.
  • Consumers take action as a result of preprint advertising.
  • Newspaper website visitors are substantially above the average in terms of online shopping activities.

First Published: April 15, 2013