Research from Google shows that ads appearingin newspapers and online reinforce consumer confidence in products and services.
The research, by Clark, Martire & Bartolomeo (commissioned by Google), shows consumers often combine newspapers and Web sites to evaluate purchases. NAA previewed this research in the spring, but the full report is available for NAA members for the first time this week.
According to the study, among people who research products and services after seeing them advertised in newspapers, two-thirds (67 percent) use the Internet to find more information. Of that group, nearly 70 percent of consumers actually make a purchase following their additional research.
Other highlights:
- Nearly half of respondents (48 percent) said that seeing a product in the newspaper after seeing it online would make them trust the product more and be more likely to purchase. More than half of that group (52 percent) said they would be more likely to purchase the product.
- Of the more than half of respondents who said they either purchased or researched a product after seeing a newspaper ad in the last month, 42 percentreported they purchased a product and 44 percent said they researched at least one product (with some overlap between the groups).
- Overall, nearly 30 percent of Internet-using newspaper readers went online to research at least one product that they saw in the newspaper (on average, they researched nine).
For the full report (pdf), click
here. To download or listen to a podcast about this report, go to
www.naa.org/podcast.