USA – In its Ad Impressions Study 2023, the American promotional products industry service provider ASI (Advertising Specialty Institute) questioned consumers in the USA about haptic advertising and evaluated the results – separately according to federal states, women and men as well as six different age groups. The survey, the results of which can be called up on the website of the industry service provider after registering successfully, based on data that was collected between the end of 2021 and the end of 2022.
One of the most important cognitions of the survey is the fact that regardless of the respondent’s sex, age and geographical location haptic advertising is the most popular form of advertising among the respondents, even more than radio and newspaper advertising and mobile advertising for instance. Furthermore, 54% of all survey participants stated that they particularly favour promoting companies that implement “made in the USA” promotional products. What’s more, sustainable give-aways, merchandising items and co. make a positive impression on 46% of the consumers.
The service life of selected items was also examined. For example, 61% kept and wore outer garments for two years and longer. An umbrella is used by 54% of the respondents and a power bank by 51% over the same period of time. Drinkware items were used by 63%, calendars by 62% and writing instruments by 52% of the respondents for one year or longer.
Beyond that the survey gives an overview of the impressions that an item generates during its entire service life. 7,856 impressions and thus first place was determined for outer and fleece garments, followed by T-shirts with 5,053 and headwear with 3,380 impressions. Hence, textiles attract the most glances by far. Which promotional items incur the lowest costs per impression and which gifts have a special influence on the future buying behaviour of the recipient was also examined.
