US consumers say they rely on newspaper advertisements more than ads in any other medium when they are planning, shopping and making purchase decisions, according to early results from a study commissioned by the Newspaper Association of America (NAA), conducted by MORI Research.
Other media, including the internet, trailed newspapers by 20 percentage points as the primary medium for checking advertising, the study found.
The research, part of a series entitled “American Consumer Insights,” also examined the effect newspaper advertising has on consumer shopping and spending patterns. It found that nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions.
Among respondents who say they “took action” as a result of newspaper advertising:
61% clipped a coupon
50% bought something
27% tried something for the first time
Data also revealed that 73% of adults regularly or occasionally read newspaper inserts, and 82% have been spurred to action by a newspaper insert in the past month.
“Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action,” said NAA President and CEO John Sturm.
In contrast to the NAA’s survey findings, a recent study by Harris Interactive put newspaper ads behind TV ads as the most helpful to consumers making purchase decisions.
About the survey: MORI Research conducted this phone and internet survey of more than 3,000 adults for the Newspaper Association of America. Findings discussed in this article represent early data from the survey. Full results will be available in the Fall of 2009.