Actions taken

All media are regarded as sources of ideas and triggers for consumer action. High proportions of users of each media channel readily admit that they have taken action as a result of something they have seen or heard on their chosen medium. However some media are more effective in this respect than others. Magazines and websites are particularly action-oriented, as the next table indicates.

In terms of picking up ideas, following advice and trying something for the first time, magazines lead the way – though they are closely followed by websites and television. 68% of magazine readers said they have picked up ideas from their publications; 43% said they have followed some advice given, and 36% have tried something for the first time.

When it comes to purchasing products and services, magazines and websites perform substantially better than other media. 43% of website users and 41% of magazine readers said they have bought something as a result of their surfing or magazine reading.

Action taken as a result of exposure to …