When looking for the best bargains, different age groups have different ideas of where to look:
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:
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.
Please visit here for additional information about the study.
Interesting information, although the logic of combining Newspapers and magazines escapes me. An Adweek survey, hugh?
Good news/bad news: The good news is that print is not quite dead yet. The bad news is, young people will not likely be weened away from their overwhelming online reliance.
Print is here to go.