The Future of Print

Six in 10 Consumers Still Rely on Newspaper Ads — Seeking Alpha

Posted in Boom by futureofprint on August 3, 2009

US consumers say they rely on newspaper advertisements more than ads in any other medium when they are planning, shopping and making purchase decisions, according to early results from a study commissioned by the Newspaper Association of America, conducted by MORI Research.Other media, including the internet, trailed newspapers by 20 percentage points as the primary medium for checking advertising, the study found.

The research, part of a series entitled “American Consumer Insights,” also examined the effect newspaper advertising has on consumer shopping and spending patterns. It found that nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions.

Among respondents who say they “took action” as a result of newspaper advertising:

  • 61% clipped a coupon
  • 50% bought something
  • 27% tried something for the first time

Data also revealed that 73% of adults regularly or occasionally read newspaper inserts, and 82% have been spurred to action by a newspaper insert in the past month.

Via Seeking Alpha


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