Newspaper Drives Online Traffic: Google-commissioned research shows media synergy

This study demonstrates the effectiveness and influence of newspaper – especially as part of an integrated marketing mix– in driving further consumer research that often results in the subsequent purchase of a product or a service.

Year: 2008

Source: Newspaper Association of America

Type of Promotional Material/Activity Tested:

Newspapers, Internet

Sample Population:

1,003 US adults

Methodology:

Survey of online users who perform a search with a search engine at least once a month.

Metrics:

Newspaper advertisements influence on respondents’ subsequent product research and purchase behavior.

Top Line Results:

Among consumers who research products after seeing them advertised in newspapers, two-thirds (67%) state they then use the Internet to find more information.

Among Internet-using newspaper readers:

• More than half (56%) researched or purchased at least one product they saw advertised in the newspaper in the prior month (note: 30% of this group both researched and purchased):
  
  
  • 44% of respondents researched at least one product in the last month:
    
    • 67% researched online
    • 48% visited a store
    • 23% called a store
    • 23% asked a friend
      

   

  • 42% of respondents purchased at least one product they saw advertised in a newspaper in the past month

• 47% went directly to a URL they saw in the newspaper ad
• 31% chose to use a search engine (69% searched Google, 19% searched Yahoo) to find out more
  
• 22% went to a shopping site or other site to find the product/service.
  

• 79% visited a shopping site
• 76% searched Yahoo
• 72% searched Google
• 71% visited a store
• 68% went directly to a retailer’s website

• Nearly half (48%) of respondents say they would trust a product more if they saw it in the newspaper after seeing it online
  
  
• Over half (52%) say they would be more likely to purchase a product they already knew about from their online activities if they saw a newspaper ad for it.

Newspapers are viewed by consumers as trusted and useful. This study demonstrates newspaper effectiveness and influence – especially as part of an integrated marketing mix --  in driving further consumer research that often results in a subsequent purchase of a product or service.

Link to NAA press release on Newspaper Drives Online Traffic that includes study and podcast.