Magazines Drive Online Magazines in the driving seat Research into offline drivers of online search and purchase. PPA Marketing, August 2007
Introduction Magazines have a strong relationship with readers. The targeting of magazines makes content and advertising relevant. The editing of choice in magazines helps consumers make purchasing decisions. As online search and purchase grows in importance it seems natural that magazines would form a key part in stimulating consumers online behaviour.
The recent evidence to date (USA) 67% of online population driven to search by offline channels (iprospect 07) Magazines are the primary driver of online search (RAMA 07) Magazines are the primary driver of web traffic (AAF 06) 39% of searchers influenced by offline make a purchase online (iprospect 07) Magazines and WOM most effective at generating online purchases (iprospect 07)
Is this true in the UK? Our hypotheses. 1. The Search Hypothesis. Individuals are driven to conduct an online search as a direct result of exposure to offline advertising. 2. The Purchasing Hypothesis. Individuals driven to online search by offline advertising make a purchase online.
The Research BMRB Omnibus survey of 3,045 online adults aged 16-64 who have gone online in the last 12 months. Fieldwork done in 2 waves during 23rd 31st August 2007 to identify: Online search and purchase behaviour Offline media usage (magazines, TV, newspaper, radio) Category specific online search and purchase behaviour Analysis based on users of each medium (i.e. adults who read/watch/listen at least once a week)
1. The Search Hypothesis offline advertising drives online search! The Research Question: "Which of the following media triggered you to go online when looking for information on products that you have considered purchasing? Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
TV and Magazine advertising drives search "Which of the following media triggered you to go online when looking for information on products that you have considered purchasing? Chart 1 shows that television & magazines are the strongest forms of advertising for driving online search. 45% of adult magazine readers are driven online by magazine advertising second only to TV advertising. TV Ads Magazines Ads Newspapers Ads Radio Ads 50 50 51 45 46 31 28 42 36 49 47 27 17 19 12 16 Adults ABC1 Adults Men Women Chart 1. Percentage of users of each medium driven to search online by offline advertising Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Online Search by Category "Which of the following media triggered you to go online when looking for information on products that you have considered purchasing? 70 60 50 % agree 40 30 TV Ads Magazine Ads Newspaper Ads Radio Ads 20 Fashion Accessories Food Cosmetics Toiletries Ents Tickets Electronics Cars Music Other Travel Tickets Household App. Clothing Hobbies Holiday Chart 2. Percentage of users of each medium searching online across different product categories - as a result of offline advertising Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazine and TV advertising drives search Chart 2 (on the pervious slide) shows that magazine and TV advertising are the leading media for driving online search across all product categories.
Is this true in the UK? 1. The Search Hypothesis. Individuals are driven to conduct an online search as a direct result of exposure to offline advertising.
What about purchasing? 2. The Purchasing Hypothesis. Individuals driven to online search by offline advertising make a purchase online.
2. The Purchasing Hypothesis offline advertising drives online purchase! The Research Question: Did any of the following media advertising help you with ideas or information on any of the online purchases you made? Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines and TV advertising drives purchase Did any of the following media advertising help you with ideas or information on any of the online purchases you made? TV Ads Magazine Ads Newspaper Ads Radio Ads 32 33 32 33 Adults 21 22 10 11 ABC1 Adults Chart 3. Percentage of users of each medium driven online to purchase - as a result of offline advertising Chart 3 shows that TV and magazine advertising are equally important in driving online purchasing: - 32% of magazine readers said that magazine advertising had helped them with ideas or information on an online purchase they made. Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Beaten by a nose! Did any of the following media advertising help you with ideas or information on any of the online purchases you made? Chart 4. Percentage of male media users driven online to purchase Chart 4 shows that for men TV Ads Newspaper Ads Magazine Ads Radio Ads At 34%, TV advertising is the strongest driver of online purchase for men - magazines come in a close second with 33% of male magazine readers saying that magazine advertising had influenced an online purchase made. 34 33 25 12 Men Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Magazines drive online purchase for women Did any of the following media advertising help you with ideas or information on any of the online purchases you made? Chart 5. Percentage of female media users driven online to purchase Chart 5 shows that for women 30 32 32% of female magazine readers were driven to purchase online as a result of magazine advertising. 16 TV Ads Magazine Ads Newspaper Ads Radio Ads 8 Women Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
Online Purchase by Category Did any of the following media advertising help you with ideas or information on any of the online purchases you made? 60 Chart 6. Percentage of users of each medium driven to purchase online across different product categories - as a result of offline advertising 50 % agree 40 30 20 TV Ads Magazine Ads Newspaper Ads Radio Ads 10 0 Fashion Accessories Ents Tickets Cars Food Music Other Travel Tickets Household App. Cosmetics Toiletries Clothing Hobbies Holiday Electronics Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.
No better medium than Magazines! Magazine advertising is as strong as TV for driving online purchasing. In over 70% of product categories magazine advertising is the primary driver of online purchase. Magazines top the following categories: Cosmetics, Fashion Accessories, Toiletries, Food, Clothing, Music, Entertainment Tickets, Hobbies, Travel Tickets, Holiday, Other
Is this true in the UK? 2. The Purchasing Hypothesis. Individuals driven to online search by offline advertising make a purchase online.
Conclusions 1. Offline advertising drives online search and purchase What drives online search? 2. Magazine and TV advertising dominate the driving of search. What drives online purchase? 4. Magazine advertising is as strong as TV for driving online purchasing. 5. In over 70% of product categories magazine advertising is the primary driver of online purchase.