According to Gfk the paper leaflet that is delivered at home remains popular. 11,3 million people can be reached this way. A digital flyer can reach 3,9 million people. 96% of the Nederlanders admits to have read a leaflet. On average 17 minutes per week are spend on reading leaflets. 61% of consumers only read paper leaflets. 25% reads both types. Over 53% say that leaflets should stay. Furthermore consumers are using apps for reading digital leaflets. An increase of 400.000 people compared to last year was registered.
Position of leaflets in the Netherlands
According to Stephan van den Eijnden of DDMA Businessgroep Verspreidingen the position of leaflets remains strong. Leaflets call to buy, visit webshops and visit stores. Over 80% will act after reading a leaflet. Digital leaflets are often (34%) used to compare products. 80% are looking for bargains. 51% read leaflets to relax. Over 77% read a supermarket or liquorstore leaflet
5000 people over 13 years of age were interviewed for this research.
