Survey: Home is more than where the heart is

2/21/2019
Consumers usually decide on purchases in a place close to their hearts, according to a new survey.

Results from “Home is at the Heart of Commerce Marketing,” a survey of 3,250 consumers from digital marketing platform PebblePost and Murphy Research, demonstrate that 88% of purchase decisions are made or discussed at home. This includes 82% of retail purchases and 94% of automotive purchases.

In addition, the survey reveals 89% of key purchase decisions are pre-planned and discussed with others. Spouses have the greatest influence on purchase decisions, with 73% of respondents agreeing that their spouse is influential in purchase decisions.

The survey also analyzed how direct mail affects consumer purchase decisions. Notable findings include:

• 76% of shoppers discuss relevant mail from a brand or retailer they have purchased from in the past.
• Conversely, 68% of shoppers immediately toss direct mail received from a brand they haven’t heard of.
• 61% of recipients find direct mail influenced their purchase decision.
• Direct mail can drive consumer consideration and engagement: 75% of direct mail shoppers talked about the product after purchasing, while 22% liked or followed the brand or retailer on social media.
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