Future Purchase Plans Reveal Women To Be Increasingly More Tech Savvy

New Vertis Communications Customer Focus(R) Study Analyzes Technology Usage and Shopping Preferences Among Men and Women

December 5, 2006

Vertis Communications today announced the results of its proprietary Customer Focus(R) Tech Savvy study, which revealed 26 percent of Generation Y women (born 1977-1994) plan to purchase a personal desktop computer in the next 12 months, compared to 20 percent of Generation Y men. Additionally, the study indicates 25 percent of Generation Y women wish to purchase a cell phone with advanced features in the next year, compared to 14 percent of total adults. Similarly, 16 percent of women in the same group plan to purchase a digital video recorder within the next year, compared to 11 percent of total adults. "As technology continues to become adopted into our everyday lives, we find younger women are becoming increasingly dominant users of media and high technology compared to their male counterparts," said Jim Litwin, vice president of market insights at Vertis Communications. "Today's female teens and 20-somethings are purchasing electronics to complement their active work and social lives. Marketers often target men for electronics advertising; however, they should consider broadening their approach to reach this key female consumer segment through dynamic inserted advertisements and strategic direct mail campaigns." Although the study indicates 83 percent of Generation X women and 73 percent of Generation Y women have Internet access at home, findings identify these consumers as the highest users of printed advertising inserts when researching where to shop. Only 20 percent of Generation X women use online circulars to research a purchase before going to a store, while 57 percent of this group uses printed advertising inserts, according to the study. Additionally, only 14 percent of Generation Y women research advertising circulars online, whereas 40 percent of Generation Y women read advertising circulars in print before deciding where to shop. The Vertis Communications Customer Focus(R) Tech Savvy study, which surveyed respondents for the first time via the telephone and Web, also revealed the following: Electronic Purchase Plans Vary Surprisingly Among Genders and Incomes -- 28 percent of Generation Y women plan to purchase a digital camera within the next year, whereas only 21 percent of Generation Y men plan to make the same purchase -- 30 percent of Generation Y men (born 1977-1994) are planning to purchase a new cell phone with advanced features within the next year, whereas only 17 percent of Generation X men (born 1965-1976) plan a similar purchase -- 21 percent of adults with an annual household income of $30,000-$50,000 plan digital camera purchases in the next year, while only 14 percent of adults with a higher income of $75,000-$100,000 a year are planning to purchase a digital camera -- 24 percent of consumers with a household income of $100,000 or more and 22 percent of consumers making $75,000-$100,000 a year plan to purchase a big-screen or high-definition TV in the next 12 months -- In comparison, 14 percent of consumers with an income of $40,000 or less plan a big-screen or high-definition TV purchase in the coming 12 months Advertising Inserts Continue to be Most Influential in Purchasing Decisions -- Since 2004, the percent of Generation X women whose purchasing decisions are most influenced by advertising inserts increased from 32 to 38 percent -- Among Generation Y men, there has been a decrease in the influence TV has on purchasing decisions, from 38 percent in 2004 to 27 percent in 2006 -- While advertising inserts may be the most influential factor in 2006, findings show that 28 percent of Generation X women turn first to the Internet to help with purchasing decisions, compared to 19 percent in 2004 -- Additionally, the 2006 study found 38 percent of Generation Y men turn to the Internet first, compared to 21 percent in 2004 Generation Y Women Lead the Way in Video Game Purchases -- As women become increasingly tech savvy, Generation Y women lead the way in video game purchases, with 15 percent having purchased one or two video games within the past 12 months, compared to 11 percent of total adults -- 32 percent of Generation Y women feel special offers such as free items and discounts are most important when deciding where to purchase video games, compared to 23 percent of parents surveyed -- In addition, 11 percent of Generation Y women feel stores with loyalty card programs were most important when purchasing a video game, compared to 8 percent of parents -- However, the 2006 study shows 29 percent of parents view stores that have the newest games in stock as the determining factor in deciding where to purchase video games, compared to 23 percent of Generation Y women Quick Checkouts and Specialty Orders Enhance Shopping Experience -- 83 percent of Generation X women feel a quick checkout at the counter provides the most enjoyable shopping experience, compared to 72 percent of Generation X men -- 48 percent of Generation Y men cherish the ability to special order products and items while shopping, as opposed to 37 percent of Generation Y women -- 50 percent of Generation Y women and 41 percent of Generation Y men feel loyalty card benefits provide an enjoyable shopping experience, compared to 47 percent of Generation X women and 36 percent of Generation X men -- 62 percent of Generation Y women feel great advertised specials on selected items create an enjoyable shopping experience, compared to 53 percent of Generation Y men About Customer Focus Customer Focus is Vertis Communications' proprietary annual study tracking consumer behavior across a wide variety of industry segments -- home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores -- and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations. Since its inception, Customer Focus has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 3,000 adults -- conducted via phone and Web by one of the nation's leading field research companies in August/September 2005 -- measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients. About Vertis Communications Vertis Communications serves as marketing partner to many of today's Fortune 500 companies. Vertis Communications leverages its vast experience in managing large, complex, time-sensitive assignments to turn its clients' marketing ideas into realities. Headquartered in Baltimore with more than 100 locations nationwide, Vertis Communications offers world-class consulting, creative, research, direct, media, technology, and production services. In 2005, Vertis was recognized as one of the "Most Admired Companies" in Marketing and Advertising by Fortune magazine. To learn more, visit http://www.vertisinc.com.

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