Magazines in the Driving Seat “Magazines in the driving seat” Research into offline drivers of online search and purchase.

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Presentation transcript:

Magazines in the Driving Seat “Magazines in the driving seat” Research into offline drivers of online search and purchase.

Magazines in the Driving Seat 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 purchase decisions. As online search and purchase grows in importance it seems natural that magazines would form a key part in stimulating consumers’ online behaviour. Introduction

Magazines in the Driving Seat 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)

Magazines in the Driving Seat Is this true in the UK? Our hypotheses. 1. The Search Hypothesis. A significant percentage of individuals are driven to conduct an online search as a direct result of exposure to offline advertising. 2. The Purchasing Hypothesis. A significant percentage of those driven to search by these means eventually make a purchase online.

Magazines in the Driving Seat The Research BMRB Omnibus survey of 3,045 online adults aged Fieldwork done in 2 waves during 23rd – 31st August 2007 Online Search and Purchase behaviour Offline Media usage Category specific online search and purchase Analysis based on users of each medium.

Magazines in the Driving Seat Offline advertising drives online search! 70% of online adults have been prompted to search by offline messaging. "Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying

Magazines in the Driving Seat TV and Magazines advertising drives search! "Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying

Magazines in the Driving Seat % agree Searching by Category "Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying

Magazines in the Driving Seat Magazine and TV advertising drives search Magazine and TV advertising drive search across all product categories. Magazine advertising is the most cost efficient offline driver of online search.

Magazines in the Driving Seat Is this true in the UK? 1.The Search Hypothesis. A significant percentage of individuals are driven to conduct an online search as a direct result of exposure to offline advertising.

Magazines in the Driving Seat What about purchasing? 2.The Purchasing Hypothesis. A significant percentage of those driven to search by these means eventually make a purchase online.

Magazines in the Driving Seat Offline advertising drives online purchase! 58% of online adults have made a purchase online as a result of offline messaging. "Did any of the following help you with ideas or information on any of the online purchases you made?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

Magazines in the Driving Seat Magazines equal TV! TV and Magazines are as strong as each other for driving online purchasing amongst adults. "Did any of the following help you with ideas or information on any of the online purchases you made?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

Magazines in the Driving Seat TV advertising is the strongest driver of online purchase for men (just). “You can't win everything” Beaten by a nose! "Did any of the following help you with ideas or information on any of the online purchases you made?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

Magazines in the Driving Seat Magazine advertising is the strongest driver of online purchase for women. Beaten by a nose! "Did any of the following help you with ideas or information on any of the online purchases you made?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

Magazines in the Driving Seat % agree Purchasing by Category "Did any of the following help you with ideas or information on any of the online purchases you made?“ Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

Magazines in the Driving Seat 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

Magazines in the Driving Seat Engagement makes a difference. Those consumers with strongest media engagement are much more likely to purchase online as a result of offline advertising exposure. Base: online adults who have a favourite …(Magazine, TV programme, Radio programme, Newspaper) + have gone online in last 12 months to look for info on products considering buying + have made an online purchase

Magazines in the Driving Seat Is this true in the UK? 2.The Purchasing Hypothesis. A significant percentage of those driven to search by these means eventually make a purchase online

Magazines in the Driving Seat Conclusions 1.Offline advertising drives online search and purchase What drives online search? 2.Magazine and TV advertising dominate the driving of search. 3.Magazine advertising is the most cost efficient offline driver of online 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.

Magazines in the Driving Seat Find out for yourself. You provide; Target Audience demographics Product/Brand Category We provide; Analysis of Offline drivers of search Analysis of Offline drivers of purchase No charge for the next 4 weeks. At cost after 4 weeks.

Magazines in the Driving Seat Coming next Word of Mouth – First ¼ 2008

Magazines in the Driving Seat “Magazines in the driving seat” Research into offline drivers of online search and purchase.