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Newspapers
Newspaper Drives Online Traffic: Google-commissioned research shows media synergy
Newspaper Association of America (NAA) analysis of consumer research conducted by Clark, Martire & Bartolomeo and commissioned by Google
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This study demonstrates the effectiveness and influence of newspaper – especially as part of an integrated marketing mix– in driving further consumer research that often results in the subsequent purchase of a product or a service.
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Year: 2008
Source: Newspaper Association of America
Type of Promotional Material/Activity Tested:
Newspapers, Internet
Sample Population:
1,003 US adults
Methodology:
Survey of online users who perform a search with a search engine at least once a month.
Metrics:
Newspaper advertisements influence on respondents’ subsequent product research and purchase behavior.
Top Line Results:
Among consumers who research products after seeing them advertised in newspapers, two-thirds (67%) state they then use the Internet to find more information.
Among Internet-using newspaper readers:
- More than half (56%) researched or purchased at least one product they saw advertised in the newspaper in the prior month (note: 30% of this group both researched and purchased):
- 44% of respondents researched at least one product in the last month:
- 67% researched online
- 48% visited a store
- 23% called a store
- 23% asked a friend
- 42% of respondents purchased at least one product they saw advertised in a newspaper in the past month
Of those influenced by a newspaper ad to go online:
- 47% went directly to a URL they saw in the newspaper ad
- 31% chose to use a search engine (69% searched Google, 19% searched Yahoo) to find out more
- 22% went to a shopping site or other site to find the product/service.
Consumer research translates into sales. Respondents who made a purchase because of their research:
- 79% visited a shopping site
- 76% searched Yahoo
- 72% searched Google
- 71% visited a store
- 68% went directly to a retailer’s website
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Respondents consistently ranked newspapers as more useful
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Activity
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Newspaper Usefulness
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Internet
Usefulness
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Learning about promotions
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68%
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42%
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Deciding where to buy
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54%
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45%
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Deciding when to buy
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43%
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30%
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Consumer report their confidence is boosted by newspaper ads:
- Nearly half (48%) of respondents say they would trust a product more if they saw it in the newspaper after seeing it online
- Over half (52%) say they would be more likely to purchase a product they already knew about from their online activities if they saw a newspaper ad for it.
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Take-Away:
Newspapers are viewed by consumers as trusted and useful. This study demonstrates newspaper effectiveness and influence – especially as part of an integrated marketing mix -- in driving further consumer research that often results in a subsequent purchase of a product or service.
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Complexity rating: 1 out of 3
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
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Link to NAA press release on Newspaper Drives Online Traffic that includes study and podcast.
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