News: Advertising brochures, printed rather than digital

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Even though some retailers have stopped producing and distributing them, traditional advertising brochures are still very popular with consumers in Germany and are more popular than online formats. According to a recent representative survey by the Cologne-based retail research institute IFH, 79% read printed brochures once a week or more often, the same proportion as in the previous year. Online advertising is used by 62%, which is more often than in 2023.

“Print brochures are also heavily used in the digital age, as they reach consumers in the comfort of their own homes. Consumers can browse the brochure individually and precisely when it suits their own daily routine,” comments Andreas Riekötter, Managing Director of IFH Media Analytics. This results in a longer dwell time and multiple use.

The motivation to study brochures has remained unbroken for years. 68% of those surveyed said they read print brochures to find bargains, 64% wanted to save money and 52% wanted to plan their weekly shopping. The figures are lower for online advertising.

However, more and more people are reading advertising brochures in print and online. 85% of the brochure readers surveyed read both print and online brochures. The proportion of these brochure readers has risen by 7%. The figure is even higher among younger people under 30.

For most consumers, however, the question of whether to use print or online brochures does not arise – they use both for the reasons mentioned. And from the same retailer. This also answers the question of whether flyers or leaflets can still be used in the future.

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News: Advertising brochures, printed rather than digital
Article Name
News: Advertising brochures, printed rather than digital
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Even though some retailers have stopped producing and distributing them, traditional advertising brochures are still very popular with consumers in Germany and are more popular than online formats. According to a recent representative survey by the Cologne-based retail research institute IFH, 79% read printed brochures once a week or more often, the same proportion as in the previous year. Online advertising is used by 62%, which is more often than in 2023.
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Beyond-print.net

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