Traditional Advertising Has Most Impact on Buying Decisions
Multichannel
March 23, 2011 -- According to Deloitte's fifth edition "State of the Media Democracy" survey, consumers say that the advertising that has the most impact on their purchasing decisions is delivered via traditional media.
|
Advertising With Most Impact On Buying Decision (% of Respondents) |
||||||
|
|
All |
Trailing Millennials |
Leading Millennials |
GenX (Age 27-43) |
Boomers (Age |
Matures (Age |
|
TV |
83% |
80% |
82% |
86% |
82% |
80% |
|
Magazines |
50% |
44% |
45% |
45% |
53% |
67% |
|
Online |
47% |
55% |
69% |
46% |
41% |
32% |
|
Newspapers |
44% |
20% |
17% |
37% |
59% |
79% |
|
Radio |
32% |
26% |
22% |
37% |
34% |
27% |
|
Billboards/Outdoor |
13% |
11% |
12% |
14% |
13% |
8% |
|
In-theater ads |
11% |
27% |
19% |
10% |
6% |
3% |
|
Source: Deloitte Research, March 2011 |
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About: Deloitte’s fifth edition State of the Media Democracy survey was conducted by Harrison Group, an independent research company, between September 10 and October 8, 2010. The online survey polled nearly 2,000 consumers between the ages of 14 and 75 years old in the United States. The survey results have a margin of error of plus or minus two percentage points.
Source: MediaPost Research Briefs, TV Advertising Most Influential, March 23, 2011.
