While consumer prices have increased in France by 2,9% over twelve rolling months, a very large majority of French people consult advertising catalogs in search of promotions to optimize their purchasing power. This is what a study by Bonial reveals, Europe's leading drive-to-store.
With the help of Opinionway, Bonial (Axel Springer) wanted to draw up an inventory of the uses and attitudes of the French regarding the consultation of print and digital advertising catalogs. This study carried out among a representative panel of the French population of 5,188 people highlights their support for the system. 
“Yes Pub” as well as their intentions. Thus 93% of respondents want brands to give them access to their advertising leaflets and catalogs.. 67% find advertising catalogs useful. 70% consult them at least once a week. But 30% have put a “Stop Pub” sticker on their mailbox and 9% deplore that it is regularly ignored. Seven out of ten French people say they are in favor of the “Oui Pub” project and 57% intend to put a “Oui Pub” sticker on their mailbox if their local authority implements this measure. 71% of French people would consult promotions on the internet if catalogs tomorrow, guides or advertising leaflets were no longer distributed in mailboxes.
The more ecological digital catalog
Digital is thus establishing itself as an essential audience hub for consumers looking for promotions and this should continue.. 75% of respondents consult digital catalogs. 49% consult them on a mobile application.
38% consult digital advertising catalogs at least once a week. 33% would like distributors to make catalogs accessible on a mobile application or on a website. Finally, 28% want brands to provide access to prospectuses on sites or applications that bring together catalogs and offers from all brands. Distributor side, the cessation of the distribution of paper catalogs is for the benefit of their brand image. Not surprising given the fact that 62% of respondents believe that the digital catalog is more ecological than the print prospectus and 51% that it is more modern.
Four specific profiles
However, each consumer does not approach this problem in the same way and four specific profiles stand out.. The Precursors : consumers who exclusively consult prospectuses and catalogs in digital version, they are mainly young urban people under 35 years old. Multichannels : consumers who consult prospectuses and catalogs in both digital and paper versions, an active population aged on average 35 to 49 years old. The Conservatives : consumers inclined to consult catalogs in digital version but who prefer the paper version when it is available, predominantly rural population on average aged 50 to 64. The Distants : consumers who do not or rarely read advertising leaflets and catalogs, whatever the format. This is a generally more male population., urban and older than the average consumer.
“YES ADVERTISING” : NO TO UNWANTED ADVERTISING
Integrated into article 21 of the Climate law & Resilience of 2021, the “Yes Pub” measure aims to prohibit by default the distribution of unaddressed advertising leaflets. This experiment completes the tightening of the “Stop advertising”.
