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ALTIESIMPRESSIONSIMPRESSIONSSTUDYV.4STUDY2016 EDITIONA cost analysis of promotional productsversus other advertising mediaA PDF of this report (plus end-buyer-friendly, downloadable charts) can be found at asicentral.com/study. Copyright 2016 Advertising Specialty Institute. All Rights ReservedThis report may be reproduced and used in presentations by active supplier, distributor and decorator members of theAdvertising Specialty Institute (ASI) to educate the public about advertising specialties. Such use must not alter theinformation and must set forth the following legend: “Research provided by the Advertising Specialty Institute, 2016,All Rights Reserved.” No other use is permitted without the express written consent of ASI.
GLOBALADVERTISINGSPECIALTIESIMPRESSIONSSTUDY2016 EDITIONTABLE of CONTENTSMethodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 SectionOne – PRODUCT SPOTLIGHTSU.S. Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4International Product Ownership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Product Spotlight: Writing Instruments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6Product Spotlight: T-Shirts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Product Spotlight: Bags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Product Spotlight: Calendars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Product Spotlight: Desk Accessories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Product Spotlight: Caps/Headwear . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Product Spotlight: Drinkware. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Product Spotlight: USB Drives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Product Spotlight: Health & Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Product Spotlight: Outerwear & Fleece. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Product Spotlight: Umbrellas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Product Spotlight: Mobile Power Banks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 SectionTwo – INFLUENCE/IMPACTMost Impactful Product by State. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Most Influential Products by Key Demos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Impact of Environmentally Friendly Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Impact of Made-in-the-USA Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 SectionThree – CONSUMER BEHAVIORStaying Power . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Promo Products are Passed Along. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Usefulness is Key. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Number of Products Owned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Feelings Generated by Receiving Promotional Products. . . . . . . . . . . . . . . . . . . . . . . . . 26 SectionFour – IMPRESSIONSNorth America Impressions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27International Impressions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Cost Effectiveness of Ad Specialties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30Opinion of Advertising Mediums . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 2016 Advertising Specialty Institute . All Rights Reserved.2
METHODOLOGYThe ASI Ad Impressions Study was first launched in 2006 by ASI’s research team to give our members powerful datathat proves what we already know – that ADVERTISING SPECIALTIES are one of the most high-impact, cost-effectiveadvertising mediums around.Thousands of in-person and online interviews have been conducted with businesspeople and students in key cities aroundNorth America, Canada, Europe and Australia. These interviews have been used to gauge the reach of these products,consumers’ perceptions of promotional products, their influence on buying decisions and their influence on the perceptionof the advertiser.METHODOLOGY: This year’s report updates the prior years’ reports by greatly expanding the geographic reachof the study across the United States. Using online surveys, we have conducted this year’s research with over 100,000consumers across the United States. Consumers from every state in the United States are represented and for the first timewe have expanded beyond just the major cities into suburban and rural America. By employing this new methodology, weare able to provide even more pointed, specific results that show that value of promotional products across the U.S.Results from prior ASI Ad Impressions studies have been incorporated into this report to allow for a greater depth ofanalysis and statistics that you can use with your clients to show the value of promotional lSan FranciscoBostonLos AngelesNew YorkSan Mexico CitySydney 2016 Advertising Specialty Institute . All Rights Reserved.3
SectionOnePRODUCT POPULARITYU.S. consumers were asked which promotional products they currently owned. Promotional items were defined as itemsthat include pens, T-shirts, drinkware, calendars or any items that have an advertiser’s logo on them. They are usually givenaway free by companies to consumers.As the graphic below reveals, T-shirts are the item that is most often owned by promotional product recipients in theU.S., followed by drinkware, writing instruments and outerwear. In fact, all promotional products have strong ownership,with one-quarter or more of recipients owning each.PRODUCTS OWNED in the UNITED -Shirts58%Drinkware45%30%USB Drives41%Caps &HeadwearOuterwear53%Heath & ngitiWrtsenumtrIns25%Umbrellas 2016 Advertising Specialty Institute . All Rights Reserved.4
PRODUCT POPULARITY OUTSIDE of the U.S.40%WRITING INSTRUMENTS44%SHIRTS31%BAGS31%CALENDARSDESK/OFFICE ACCESSORIES 13%19%CAPS/HEADWEARDRINKWARE 15%34%USB DRIVES/FLASH DRIVESHEALTH & SAFETY PRODUCTS 15%OUTERWEAR 17%56% WRITING INSTRUMENTSSHIRTSBAGSCALENDARSDESK/OFFICE ACCESSORIESCAPS/HEADWEARDRINKWAREUSB DRIVES/FLASH DRIVESHEALTH & SAFETY Y WRITING INSTRUMENTS35%SHIRTSBAGS31%CALENDARS31%DESK/OFFICE ACCESSORIES34%32%CAPS/HEADWEARDRINKWARE 15%USB DRIVES/FLASH DRIVES25%HEALTH & SAFETY PRODUCTS 13%OUTERWEAR 9%52% WRITING OFFICE ACCESSORIESCAPS/HEADWEAR 14%DRINKWARE17%USB DRIVES/FLASH DRIVES18%HEALTH & SAFETY PRODUCTS 12%OUTERWEAR17% 2016 Advertising Specialty Institute . All Rights Reserved.ROMEWRITING ICE ACCESSORIES22%CAPS/HEADWEAR38%DRINKWARE50%USB DRIVES/FLASH DRIVES 11%HEALTH & SAFETY PRODUCTS 11%OUTERWEAR 8%WRITING INSTRUMENTSSHIRTS34%BAGS23%CALENDARS25%DESK/OFFICE ACCESSORIES17%CAPS/HEADWEAR 10%20%DRINKWAREUSB DRIVES/FLASH DRIVES 16%HEALTH & SAFETY PRODUCTS 6%OUTERWEAR 6%PARISLONDONWRITING ICE ACCESSORIES16%CAPS/HEADWEAR21%DRINKWARE 13%USB DRIVES/FLASH DRIVES 12%HEALTH & SAFETY PRODUCTS 11%OUTERWEAR 16%BERLINMADRIDMEXICOCANADAFor this section, respondents were asked to rate up to three promotional items they had received in the last 12 months.Promotional items were defined as items that include pens, T-shirts, mugs, calendars or any items that have a logo ormessage from an advertiser on them; they are usually given away for free to consumers in hopes of positively influencingtheir purchasing preferences or their attitudes toward the advertiser.WRITING ICE ACCESSORIES24%CAPS/HEADWEAR28%DRINKWARE 15%USB DRIVES/FLASH DRIVES24%HEALTH & SAFETY PRODUCTS 15%OUTERWEAR 11%5
U.S.CONSUMERSOWN PROMOTIONALLogo Hof66%Imprint Your50%ere!PRODUCT SPOTLIGHT: WRITING INSTRUMENTSPhiladelphiansare ready to writein their candidate atthis years’ convention,as 66% of themown a logoedwriting instrument.WRITINGINSTRUMENTS.Writing Instruments54%46%FemaleMaleMore women than men ownlogoed pens in the U.S.Women who live in suburbia are morelikely (58%) to own a promo pen thanthose who live in the city or the country.1/10 thof a centDemocrats in the Southeast areprepared for write-in candidates.2016of Democrats in the74% Southeast own a logoed pencompared to onlyof Republicans.65% 2016 Advertising Specialty Institute . All Rights Reserved.Pens Impressions Best ValueThe cost per impression is less than1/10th of a cent in the United States.6
PRODUCT SPOTLIGHT: T-SHIRTS54%46%FemaleMale58of U.S.CONSUMERSMore women than men ownlogoed T-shirts in the U.S.OWN PROMOTIONALSHIRTS.Rhode IslandThe smallest state isbiggest on T-shirts –they are the mostinfluential item inRhode Island.RI%Consumers know who gave themtheir promotional shirt, especiallyin the Midwest region.% who recall advertiser on shirt53%Romans love theirgelato. . . and theirpromo tees. 53% ofconsumers in Romeown branded shirts —the highest percentageof any of the 21 metroareas in the 8%Northeast:88%Southeast:81%18-3435-4445-5455 56%57%56%60%%The T-shirt is kingin California, where58% report owning alogoed one.ICalifornia 2016 Advertising Specialty Institute . All Rights Reserved.More than half of consumers across all agegroups report owning a branded T-shirt.7
PRODUCT SPOTLIGHT: BAGS50U.S.CONSUMERSWomen in the U.S. are much morelikely to own a bag than men.%ofOWN PROMOTIONAL BAGS.57%42%Among WomenThose 18-24 are the most likely to owna logoed bag.57%18-2448%25-3452%53%35-4445-5452%49%55-6465 Bags generate moreimpressions in theU.S. than any otherpromotional item.5,700 2016 Advertising Specialty Institute . All Rights Reserved.FemaleMaleWill the Stanley Cupfit in my promo bag?Nearly two-thirds ofconsumers in Illinoisreport owning apromo bag, amongthe highest rates inthe country.Down under, bags getthe most impressions.The only location that has more impressionsper bag than the U.S. is Sydney, with over5,800 per promo bag.8
PRODUCT SPOTLIGHT: CALENDARSIt’s a GreatLakes ThingMIOHMore than 4 in10 consumers inOhio and Michiganreport owningbranded calendars.29U.S.%ofCONSUMERSOWN PROMOTIONALCALENDARS.31%27%FemaleMaleWomen in the U.S. are slightly morelikely to own a logoed calendars.Older and Wiser55 :45-54:28%35-44:28%Under 35:OnDisplay38%26%Older Americans are more likely to ownpromotional calendars.Promotionalcalendarsare greatbranding tools.A Year's Worthof Branding76% of consumers who own calendars say theydisplay them prominently in their homes or offices.On average, consumersreport keepingpromotional calendarsfor about 12 months.12 months35%31%25%RuralSuburbanUrbanConsumers inrural Americaare most likelyto own a promocalendar. 2016 Advertising Specialty Institute . All Rights Reserved.9
PRODUCT SPOTLIGHT: DESK ACCESSORIES41U.S.CONSUMERS%ofOWN PROMOTIONALDESK/OFFICEACCESSORIES.Men are more likely than women toown branded desk/office rconsumersare themost likelyto own apromotionaldesk accessory.AK18-34: 52%35-44: 45%55 : 36%45-54: 30%The 49th and 50thstates are #1 withlogoed desk/officeaccessories.44%038%of consumers in Alaska andHawaii report owning logoeddesk/office accessories.HIDesk accessories make theirimpressions in the office.MaleFemaleABCMore Than a YearConsumers who owna promotional deskaccessory report theytypically will keep it forabout 14 months.of deskaccessoriesare kept atthe workplace.14 months 2016 Advertising Specialty Institute . All Rights Reserved.10
PRODUCT SPOTLIGHT: CAPS & HEADWEARHats need to look OWN PROMOTIONALCAPS/HEADWEAR.3,136T-Shirts37%U.S. ImpressionsBags31%42% of U.S. consumers who keep promotional hatsdo so because they are attractive, second only to outerwear.Politicians mustlove theirpromo headwear.In Washington D.C., hats ratea close second to USB drives as themost influential promo product.The number of impressions that capsmake over their lifetime in the U.S.It’s sunny in Florida.Among owners of promotionalheadwear in Tampa, three-quartersreport wearing them once a week or more.52%43%41%RuralSuburbanUrbanMen in ruralAmerica aretops for logoedheadwear with52% ownership. 2016 Advertising Specialty Institute . All Rights Reserved.11
PRODUCT SPOTLIGHT: DRINKWARE53of U.S.CONSUMERS%The PacificNorthwestloves theirlogoeddrinkware.WAOR61% of consumersin Washingtonand Oregon ownlogoed drinkware.OWN PROMOTIONALDRINKWARE.More than half of the consumers in theWest and Pacific regions report they aremore likely to do business with theadvertiser on their drinkware.Pacific:54%West:53%Southeast:GOHOGS!GO TEAM!Northeast:Razorback fansshow off ms up!Consumers inHalf of U.S.consumerswho ownlogoeddrinkwareuse it 2-3times a weekor more.Arkansas selectDrinkware astheir most influentialpromotional product.56%54%43%SuburbanRuralUrbanLogoed Drinkwareis biggest outsideof the big cities. 2016 Advertising Specialty Institute . All Rights Reserved.12
PRODUCT SPOTLIGHT: USB DRIVESWhat do Californiaand New Hampshirehave in common?NHCAThey both chose USB Drives astheir most influential promo product.Trending YoungYounger consumers are most likelyto own a logoed USB Drive.60%51%18-2425-3445%of U.S.CONSUMERSOWN PROMOTIONALUSB DRIVES.48%35-4439%37%45-5455 Men are much more likelyto own a branded USB Drives.50%Utilityis KeyIn the U.S.,7% keepUSB Drivesbecause theyare attractive.In the U.S.,91% keepUSB Drivesbecause theyare useful.39%46%44%45%UrbanSuburbanRuralCity or country –everyone loves theirpromo USB Drives. 2016 Advertising Specialty Institute . All Rights Reserved.13
PRODUCT SPOTLIGHT: HEALTH & SAFETY ITEMS30%of U.S.CONSUMERSOWN PROMOTIONALHEALTH andSAFETY ITEMS.36%23%FemaleMaleWomen are much more likely to own abranded Health and Safety Product.82%of U.S. consumerscan immediatelyremember theadvertiser’s nameon the safetyproduct they own.MIConsumers in Michiganare the most likely to own a logoedHealth and Safety product at 42%.NVWVNevada and West Virginiahave one thing in common– their love for Health and Safety products.Health and Safety products are the mostinfluential products in these two states. 2016 Advertising Specialty Institute . All Rights Reserved.Have healthand safetyproduct,will travel27% of U.S. consumerswho own a health andsafety product reportthey carry it with them.14
PRODUCT SPOTLIGHT: OUTERWEAR & FLEECEAcross all ages,outerwear is a top 5 influential product.50%of U.S.18 - 55 TOP 5More men own promotionalouterwear than women.57%CONSUMERSOWN PROMOTIONALOUTERWEARand FLEECE.Outerwear is kept for a variety of reasons.Reasons for keeping promo outerwear:75%52%49%UsefulAttractiveEnjoyable to Have43%MaleFemaleWarm Weather or Cold Weather,Outerwear is the most influential product in 12 states.(AZ, CT, DE, IA, KY, NJ, MA, ME, NC, PA, UT, WY) 2016 Advertising Specialty Institute . All Rights Reserved.86%Bundle Up!Outerwear recipients think very favorably about theadvertiser — especially in Sydney, where 86% ofconsumers think more positively about an advertiserafter receiving a promotional jacket.15
PRODUCT SPOTLIGHT: UMBRELLAS25%ofU.S.CONSUMERSOWN PROMOTIONALUMBRELLAS.of consumers state they would bemore likely to do business withthe advertiser who gave themthe umbrella.Umbrellas are Useful!Trending Up!26%51% More than half34%29%25%19%35-4465 45-5455-64of consumers statethey would keep apromotional umbrellabecause it’s useful.18-34Ownership of promo umbrellas trends upward with age.1,331IMPRESSIONSOver their lifespan, umbrellasgenerate over 1,300 impressions.28%22%FemaleMaleWomen are more likely thanmen to own promo umbrellas. 2016 Advertising Specialty Institute . All Rights Reserved.16
PRODUCT SPOTLIGHT: MOBILE POWER BANKS60%26%ofU.S.CONSUMERSof consumers statethey would be morelikely to dobusiness withthe advertiserwho gave themthe Power Bank.OWN PROMOTIONALMOBILEPOWERBANKS.Over TheirLifespan,Trending Down!mobile PowerBanks generateover 1,000impressions.32% 32%22%26%17%18-3435-4445-5455-6465 Ownership of mobile power bankstrends down with age.1,034ImpressionsPower Banks are on Top!Mobile Power Banksresonate in the Rockies.They are the most influentialproduct in Colorado. 2016 Advertising Specialty Institute . All Rights Reserved.KeepingPowerof consumersstate they wouldkeep a promotionalPower Bankbecause it’s useful.17
Promotional Products that have the Biggest Impact onOpinions about Advertiser. Opinions are by state.PRODUCTS ARE COLOR CODED BY RSCMSALGALATXFLHILeading Color Coded Products Key by soriesDrinkwareWriting InstrumentsBagsCalendarsPerformanceHeath & Safety 2016 Advertising Specialty Institute . All Rights Reserved.WearPowerBanksPoloShirts18
If you want to influence opinions, GIVE AWAY USB DRIVES.Top 5 most influential products on opinion of advertisers.WritingInstrumentsUSB DrivesOuterwear12Men and Women may not agree on much,bu
As the graphic below reveals, T-shirts are the item that is most often owned by promotional product recipients in the U.S., followed by drinkware, writing instruments and outerwear . In fact, all promotional products have strong ownership, with one-quarter or more of recipients owning each
