USPS Whitepaper on Physical vs Digital

Obviously there are differences between how customers respond to digital marketing compared to physical marketing pieces. Some of it depends on the demographics of the audience but some of it is inherit to how people react to each medium.
The USPS study look in details such as these below:

How participants processed digital ad content quicker but spent more time with physical ads.
How participants had a stronger emotional response to physical ads and more easily recalled physical ads, both crucial when making a purchase decision.
How physical ads triggered greater brain activity responsible for value and desirability for featured products, which signal a greater intent to purchase.

Click here to get the full report
(via USPS)

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