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Home > News & Media > Press Center > Archives > 2014 > 57 Percent of Adults Use Newspaper Media for Shopping Decisions in an Average Week

New NAA Research: 57 Percent of Adults Use Newspaper Media for Shopping Planning and Purchasing Decisions in an Average Week

How America Shops and Spends 2014 reveals how readers rely on advertising found in newspaper media and the changing ways advertising is being consumed

Sean O’Leary
Director of Communications
(571) 366-1009

September 11, 2014

New research from the Newspaper Association of America reveals that eight in ten U.S. adults – 79 percent – took action in the past month as a result of seeing a newspaper ad. In an average week, more than half of U.S. adults – 57 percent – say they have made a shopping decision based on a newspaper ad, whether in print or online.

These findings are highlighted in “How America Shops and Spends 2014,” a survey of more than 1,500 adults conducted for NAA by Frank N. Magid Associates. The goal of the survey is to discover patterns of behavior from consumers, by focusing on how advertising media is used for shopping and purchasing, the role of newspaper media in these decisions and the evolving use of inserts, coupons and online shopping.

“The research found in How America Shops and Spends 2014 confirms that newspaper media continues to be a powerful asset for advertisers to engage consumers and encourage them to make purchases,” said NAA president and CEO Caroline Little. “Newspapers continue to reach massive audiences through print, digital and mobile platforms. Those audiences are invaluable to advertisers. The research reveals that consumers value ads in newspaper media for a variety of reasons, including the fact that newspapers are trusted and provide quality journalism and local content.”

Key findings in the report, available to all employees of NAA member companies, include:

  • Four in 10 adults have taken an action online as a result of reading or seeing an ad in a print newspaper in the past 30 days.
  • Preprints in the weekday and Sunday newspaper move consumers—not just self-described newspaper readers—to act in a variety of ways. Nearly eight in 10 (78%) adults have taken some action in the past 30 days from an ad in a circular appearing in the newspaper  package.
  • Of the 51% who sought out circulars online in the past 30 days, more than eight in 10 of them (86%) took some action in the same time period as a result of a print ad circular delivered in the newspaper.
  • Newspapers are the leading medium consumers use for coupons. Seven in 10 (69%) cite the Sunday or weekday editions as coupon sources.

If you are a reporter seeking the full report, please e-mail NAA director of communications Sean O’Leary at sean.oleary@naa.org.

About NAA

NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the United States and Canada. NAA members include daily newspapers, as well as nondailies, other print publications and online products. Headquartered near Washington, D.C., in Arlington, Va., the association focuses on the major issues that affect today's newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium's broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at www.naa.org.