A Newspaper Association of America survey finds that newspaper advertising continues to influence consumer buying.
“How America Shops and Spends 2014” investigates consumer shopping habits and the influence media has on shopping.
The research, conducted by Frank N. Magid Associates for NAA, is designed to help advertisers and publishers understand the dynamics of consumer shopping and how that activity interacts with newspaper media.
NAA members can download the report at www.naa.org.
Key findings include:
• Almost nine in 10 adults (88 percent) used one of 21 types of advertising media tested in this study to help plan shopping or make purchasing decisions in the past seven days.
• Eight in 10 (79 percent) of adults have taken action as a result of reading or seeing an ad in a print newspaper in the past 30 days.
• Newspaper media, combining the print newspaper and newspaper websites, are used by 57 percent of adults in the past seven days for shopping planning and purchase decisions. More than half (52 percent) use the print newspaper and one in five (21 percent) use newspaper websites.
• 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.