Survey indicates flyers continue to influence purchase decisions and play a meaningful role in Canadian lifestyle

Toronto, July 26 2010 - An online survey conducted by Leger Marketing on behalf of QMI Sales has revealed valuable new insights into flyer readership in Canada. More than 1,500 adults from Ontario and Quebec were interviewed.

According to the survey, 76% of all respondents look at flyers at least once a week. Eighty percent claim they enjoy looking at flyers, and 80% say they consult flyers when making special purchases.

Sixty-seven percent of all respondents make purchase decisions based on flyer sales. In Ontario, that number is higher; 71% of Ontario respondents make purchase decisions based on flyer sales. A large majority, 66%, agree that flyers are part of their regular shopping routine.

When respondents were asked what types of stores or companies they receive flyers from, aided recall varied by flyer type. Grocery store flyers scored highest (88%), followed by drug store/pharmacy flyers (78%), electronic store flyers (73%) hardware/home building/renovation store flyers (70%), and department stores (69%).

The survey, which also closely examined reader habits based on flyer delivery method, found that 63% of respondents are more likely to look at flyers delivered in newspapers. Of those who read newspapers regularly, 57% are more likely to look at flyers once a week, and 58% are more likely to examine flyers thoroughly.

QMI Printing and Distribution distributes 1.5 billion flyers annually to more than 6.5 million Canadian households via QMI Sales' more than 250 urban and community newspapers, as well as flyer bags.

QMI Sales, a fully integrated Canadian media solutions provider, offers advertisers targeted media solutions by combining the strengths of its national newspaper network (Sun Media), online portal (Canoe.ca), Quebec broadcaster (TV) and Quebec magazine powerhouse (TVA Publications)

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Contact:
Kevin McDonald
QMI Media Solutions Directo
416.947.3206
Kevin.McDonald@qmisales.ca