Newspapers Still Important for Comparison Shopping

A substantial number of female consumers in the US use newspapers to seek out best prices when shopping, according to a comScore white paper released in November 2011. Data from “The Effects of the Recession on Brand Loyalty and ‘Buy Down’ Behavior: 2011 Update” indicates that of the female shoppers surveyed, 58% of seniors (age 60+) use newspapers for price comparisons, while 47% of “Baby Boomers” (age 45-59) and 41% of “Gen X” adults (age 30-44) also turn to this channel. By comparison, just 1 in 10 Gen X adults use mobile phones to seek out best prices. (more…)