More than 9 out of 10 purchasing projects are discussed at home

The home is increasingly becoming a refuge, a cocoon where we take the time to discuss and make decisions about consumption. This is what the La Poste INH Inside Home study reveals in particular, which was enriched following a first wave published in April 2024. 25,062 French people were questioned on the role played and the emotions generated by the points of contact in the framework of the purchasing journey of French consumers. In total, more than 70,000 projects were analyzed in 16 sectors of activity.

Variety of advertising contacts

The study shows that on average, 7.8 advertising contact points are consulted for each purchasing project. The number of advertising media used can go up to 13 for the most involving projects: 13 points of contact for real estate, 12.2 for energy, 9.8 for banks and insurance as well as for automobiles and 8 for cultural products. 45% of those questioned feel more concentrated at home The study shows that 45% of those questioned say they are more concentrated when they consult an advertising medium at home than when they are outside. Moreover, 65% of advertising contacts generate exchanges with other members of the household. More precisely, 71% of advertising contacts already consulted at home generate exchanges with other members of the household.

8 out of 10 communication media generate a positive emotion

THE contact points consulted at home generate positive emotions (81%) : interest, curiosity but also confidence and enthusiasm. Arnaud Tomasi, Director of the Marketing Solutions Business Unit La Poste Business Solutions explains, “ The second wave of our study allows us to confirm the role of contact points at home. In fact, 93% of purchasing projects are discussed within the home itself! More than ever, we must rely on the influence of the home purchasing decision. »