Some retailers: inside have abolished their classic advertising brochure. Some announced: on the inside, however, see this negative.
According to a survey by the IFH Cologne trade institute, 52 percent of people affected miss print advertising. This refers to people who used to read brochures regularly who were then hired. 62 percent therefore state that they now have less information about offers from the relevant dealers: to obtain inside.
As a result, almost every second one buys less from these providers: inside (45 percent). Many announced that the apps in which dealers: Inside often offer additional discounts: obviously no great favor inside. 45 percent find it complicated to have to use other channels or media.
49 percent of those affected are now reading more brochures from other chains, which are still relating to print advertising. As part of a study in February 2025, the IFH interviewed around 1,260 people in Germany.
In the end, consumers decided which media they consume, said the managing director of IFH Media Analytics, Andreas Riekötter. “Logical that consumers: inside that are used to plan their purchases, less from the provider: buy inside, who in turn regulate access to their offers in such a way that they almost want to force consumption to consume.”
Range of print advertising large
According to the IFH study, print brochures are still very popular with people in Germany. 78 percent of all survey participants: Read inside once a week or more often. The proportion is as high as in surveys in recent years.
The results showed that printed brochures still remain an integral part of consumers in everyday life, said IFH expert Riekötter. According to the examination, 83 percent of German households receive classic brochures, and they would also read from 96 percent of them. The most common motifs: find bargains, save money and plan to buy.
There are reasons that the printed advertising brochures are so asked. They benefited from a high habituation effect, according to Riekötter. According to the survey, 87 percent of people perceive reading as cozy and relaxed. The online alternatives indicate 72 percent. The remaining 28 percent find reading as stressful and exhausting.
According to the study, online media such as apps and websites have strong growth and are used by consumers: inside. From the point of view of Riekötter, printed brochures cannot be replaced because of their range. Many customers: There would therefore read both, i.e. print and online advertising.