Hybrid brochure readers continue to grow with an increase of 256%

Brochures encourage action

The Dutch love special offers, and 87% of readers take action based on what they see in brochures, according to figures from the 2024 brochure survey conducted by Markteffect. For no less than 51% of readers, the brochure largely determines their shopping list. The majority of Dutch people use weekly paper brochures from supermarkets and drugstores to stay informed about special offers.

The brochure range

The paper advertising brochure is still the most widely read. No fewer than 10.8 million people regularly leaf through the brochure that lands on their doormats every week. The digital version of the advertising brochure has also come of age, with 8.1 million readers.

Digital, paper, or both

Paper and digital brochures complement each other in terms of function. Both brochures are read to stay informed about offers and to save money. Dutch people find paper advertising brochures particularly easy, enjoyable, and inspiring to browse through. Readers sit down comfortably to read the paper brochure. Digital brochure readers are mainly interested in special offers, comparing prices and products, and saving money. It is striking that women in particular view the digital brochures. More young people also view the digital brochure. The paper brochure is read more by people over 55. Readers who view paper brochures are most inspired to buy products. Physical and digital brochures are therefore both powerful communication tools, but they have different functions and reinforce each other. Nick Steggink, Sales Director at Publitas, says: "Retailers reach partly different target groups with digital and paper brochures; they are two channels that complement each other."

Environment

By far the most important motivation for reading only digital brochures is the environment. Readers who only read digital brochures (14%) indicate that reducing the impact on the environment (55%) and reducing the amount of paper waste (58%) are the most important reasons for them to read only digital brochures. Among other things, they are annoyed by the plastic in which the brochures are packaged. But many consumers also dislike throwing away entire packages of unread brochures, especially when there is a good alternative.

The future of the brochure

What does the future hold for brochures? Marieke de Koning, Managing Partner at De Reclamefabriek, says: "Brochures remain as popular as ever. We see that digital brochures play a greater role among younger target groups than paper brochures. But the paper leaflet is certainly not dispensable yet; the 45+ age group indicates that they would really miss the paper leaflet if it were no longer available. This share is highest among pensioners. I think that these two media types, each with their own communication laws, will continue to reinforce each other in promoting offers in the coming years."

About the study

A representative sample of 2,054 Dutch respondents aged 18+ were surveyed. The survey was conducted in May 2024. Knowledge of and interest in paper and digital brochures were measured.