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Some 44 percent of people who saw a product or service advertised in a newspaper in the past month researched it - and two-thirds (67 percent) of that group went online to find more information (see chart), according to a Google-commissioned survey from Clark, Martire & Bartolomeo, writes MarketingCharts.
The survey of 1,003 search-engine-using adults who also read newspapers (an estimated 82 million people in the U.S.) finds that among those who go online to research a product, nearly half (47 percent) go directly to a product URL, 31 percent go to a search engine, and 22 percent go to another site, according to the survey: view chart.
Some additional findings from the study, below.
Effect on Purchasing
Some 42 percent of respondents reported that in the last month they purchased at least one product they had seen in the newspaper.
Most of them (83 percent) purchased at least one thing from a store or dealer; the second most common purchase venue was online (38 percent) - view chart.
Among those who go online after seeing ads in newspapers, nearly 70 percent make purchases following their additional research.
Multi-channel Ads Increase Trust/Likelihood to Buy
Seeing products and services advertised in multiple channels increased both consumer trust in them and likelihood to buy.
Nearly half of respondents (48 percent) said seeing a product in the newspaper after seeing it online would make them trust the product more. More than half that group (52 percent) said they would be more likely to purchase the product if they saw a newspaper ad for a product they already knew about from the internet.
When rating which media are better for different functions, respondents considered the newspaper more useful for learning about promotions (68 percent - vs. 42 percent for the internet) and deciding where (54 percent v. 45 percent) and when (43 percent v. 30 percent) to buy. (View chart.)
About the survey: In mid-2007, Google commissioned Clark, Martire & Bartolomeo to conduct a study of American print newspaper readers with the goal of gathering data that explored how newspaper readers respond to newspaper ads by going online. The survey was based on a random digit dialing telephone sample of 1,003 target adults. Target adults were regular print newspaper readers who use the Internet, and search engines, at least once a month.
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