Magazines in the Driving Seat “Magazines in the driving seat” Research into offline drivers of online search and purchase. PPA Marketing, August 2007 Magazines.

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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. PPA Marketing, August 2007 Magazines Drive Online

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 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. 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. 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.

Magazines in the Driving Seat The Research BMRB Omnibus survey of 3,045 online adults aged 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)

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

Magazines in the Driving Seat 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.

Magazines in the Driving Seat 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.

Magazines in the Driving Seat What about purchasing? 2.The Purchasing Hypothesis. Individuals driven to online search by offline advertising make a purchase online.

Magazines in the Driving Seat 2. The Purchasing Hypothesis… Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase. …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?“

Magazines in the Driving Seat Magazines and TV advertising drives purchase 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: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase. “Did any of the following media advertising help you with ideas or information on any of the online purchases you made?“

Magazines in the Driving Seat Chart 4 shows that for men… 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. Beaten by a nose! Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase. “Did any of the following media advertising help you with ideas or information on any of the online purchases you made?“

Magazines in the Driving Seat Chart 5 shows that for women… 32% of female magazine readers were driven to purchase online as a result of magazine advertising. Magazines drive online purchase for women Base: online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase. “Did any of the following media advertising help you with ideas or information on any of the online purchases you made?“

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

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 Is this true in the UK? 2.The Purchasing Hypothesis. Individuals driven to online search by offline advertising 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. 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.