Magazines Drive Online
28 Sep 2007
The 'Magazines Drive Online' study was undertaken by PPA Marketing in 2007 to examine offline drivers of online search and purchase. The research is based on a TGI survey of over 3,000 online adults aged 16-64.
In brief, the study concludes that:
- Magazine and TV advertising are the strongest forms of advertising in driving online search.
- Magazine advertising is as strong as TV for influencing online purchase.
- In over 70% of product categories, magazine advertising is the primary driver of online purchase.
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The research in more detail.....
MAGAZINE & TV ADVERTISING DRIVES ONLINE SEARCH
Magazine and TV advertising are the strongest forms of advertising for influencing their audiences to go online to search for information on products they are considering purchasing. Chart 1 (on slide 7) shows that 50% of adult television viewers were triggered to go online by television advertising, while 45% of magazine readers were driven online by magazine advertising.
Advertising in newspapers and newspaper supplements is less effective (31% and 32% of readers are driven online), while radio advertising is the weakest (17% of listeners). The figures are based on users of each medium (i.e. individuals who read/watch/listen at least once a week).
Across all demographic groups shown in chart 1 (ABC1 adults, women, men), the pattern is the same: television and magazines are the leading advertising media for generating online traffic.
MAGAZINE ADVERTISING EQUALS TV FOR INFLUENCING ONLINE PURCHASE
Among adults who made purchases online, magazines and television are the leading media for influencing purchase decisions. 32% of magazine readers said that magazine advertising helped them with ideas or information on an online purchase they had made.
Chart 3 (on slide 13) shows that throughout the demographic breakdowns, magazines and television were the most influential media with newspapers, newspaper supplements and radio some distance behind.
MAGAZINE ADVERTISING IS THE PRIMARY DRIVER OF ONLINE PURCHASE - IN OVER 70% OF PRODUCT CATEGORIES!
Magazines and television are not only the most effective advertising media in promoting online search and purchase, they are also the most effective across all 15 product categories surveyed.
Chart 2 (on slide 8) shows that magazine advertising is the second most influential medium in driving search across all 15 product categories.
In terms of driving online purchase, higher proportions of magazine readers said that magazine advertising helped them with a purchase they made. Chart 6 (on slide 16) shows that for two-thirds of the product categories, magazine advertising recorded slightly higher scores than television advertising for driving online purchase.
So to conclude - the strongest offline drivers of online search and purchase are magazine and TV advertising.
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