Men say they make the call when it comes to buying computers and automobiles, while women decide what furniture and appliances to buy, according to a new study from the Newspaper Audience Databank (NADbank).
The research reveals insights related to what goes into Canadians’ purchase decisions, including how they use different media to make them.
The Product/Lifestyle/Retail results from NADbank’s 2012 study measured 21 Canadian urban markets (each with its own customized questionnaire), from Halifax and Moncton to Edmonton and Victoria, on topics such as consumer product usage, retail habits and lifestyle.
These new results supplement the readership data from the 2012 NADbank Study, which was released in March and included data from 52 markets on 81 Canadian newspapers.
Released Thursday, the product study data is meant to give marketers knowledge needed to find the consumers they’re targeting and send them the right message on the right platforms, according to the accompanying release.
Product and service categories included in the study range from annual events and electronics to finance and automotive. The results show that men continue to claim they are the primary influencer on product purchases in the areas of computers (72%), automobiles (68%) and home entertainment (67%).
When it comes to furniture and appliances, though, women are the ones claiming to call the shots with 62% and 53%, respectively, stating they are the primary influencer on those purchases.
The study also contains questions about whether they pay attention to ads and which media are most credible.
The study includes data about how consumers are engaging with different media throughout the day:
