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According
to a recent Adweek Media/ Harris Poll, 23% of adult Americans believe
that newspaper and magazine advertisements are where they can find the
best bargains. 18% believe online advertisements are most likely to
help them find the best bargains. 10% say direct mail and 12% catalogs,
11% television commercials, and just 2% say radio. And, 34% of
Americans believe the type of ad makes no difference when they are
looking for the best bargain.
When looking for the best bargains, different age groups have different ideas of where to look:
- 18-34 year olds are more likely to say online ads (22%) and television commercials (17%) are the best places to go
- 35-44 year olds go online (26%)
- 24%
of those 44-54 and 33% of those 55 and older say newspaper and magazine
advertisements those are media most likely to help them find the best
bargain
|
Advertising Most Likely to Help Find Bargain – Age (Base: All U.S. adults; % of Category Respondents)
|
|
|
Age
|
|
|
Total
|
18-34
|
35-44
|
45-54
|
55+
|
|
Newspaper/Magazine advertisements
|
23%
|
15%
|
16%
|
24%
|
33%
|
|
Online advertisements
|
18
|
22
|
26
|
17
|
12
|
|
Direct mail and catalogs
|
12
|
13
|
13
|
14
|
10
|
|
Television commercials
|
11
|
17
|
12
|
8
|
7
|
|
Radio
|
2
|
2
|
3
|
< .5
|
1
|
|
None- the type of ad makes no difference
|
34
|
31
|
31
|
36
|
36
|
|
Source: Harris Polls, January 2010
|
Among
the genders, women are more likely than men to say newspaper and
magazine advertisements, and direct mail and catalogs are more likely
to help them find a bargain. Men, on the other hand, are more likely to
say online advertisements are more likely to help them find a bargain.
There is also an interesting educational difference in the media people believe can help them find the best bargains:
- One-quarter
of those with a high school education or less say newspaper and
magazine advertisements are more likely to help them find a bargain,
compared to 20% of those with at least a college degree.
- 29%
with at least a college degree believe online advertisements are more
likely to help them find a bargain compared to 12% of those with a high
school education or less
|
Advertising Most Likely to Help Find Bargain – Gender & Education (Base: All U.S. adults; % of Category Respondents)
|
|
|
|
Gender
|
Education
|
|
|
Total
|
Men
|
Women
|
HS or less
|
Some college
|
College grad
|
|
Newspaper/Magazine advertisements
|
23%
|
22%
|
24%
|
25%
|
23%
|
20%
|
|
Online advertisements
|
18
|
21
|
16
|
12
|
18
|
29
|
|
Direct mail and catalogs
|
12
|
11
|
14
|
12
|
12
|
12
|
|
Television commercials
|
11
|
12
|
10
|
12
|
12
|
8
|
|
Radio
|
2
|
2
|
1
|
3
|
1
|
1
|
|
None- the type of ad makes no difference
|
34
|
32
|
35
|
36
|
33
|
31
|
|
Source: Harris Polls, January 2010
|
The
report concludes that, while newspaper ads are still slightly ahead of
others among all adults when it comes to bargain hunting, online is not
far behind. And, online ads lead newspaper and magazine ads, as a
source of information about bargains, among younger, better educated
consumers, who are much more attractive to most advertisers.
The Print Observer - Newspaper & Magazine Advertising Insights 