“Magazines in the
driving seat”
Research into offline drivers of online search and purchase.
PPA Marketing, August 2007
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.
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
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.
The Research
BMRB Omnibus survey of 3,045 online adults aged 16-64 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
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?“
TV and Magazine advertising drives search
Chart 1. Percentage of users of each medium driven to search online by offline advertising
50 50 51 49 45 46 42 47 31 28 36 27 17 19 12 16
Adults ABC1 Adults Men Women
TV Ads Magazines Ads Newspapers Ads Radio Ads
"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.
Chart 2. Percentage of users of each medium searching online across different product categories - as a result of offline advertising
20 30 40 50 60 70 C osm etics Fa shio n A cc esso ries To ile tries Fo od Clothin g E nts T ick ets H ob bies C ars Music Trave l T ick ets H olid ay H ou se hold A pp. E le ctron ics O th er TV Ads Magazine Ads Newspaper Ads Radio Ads % agree
Online Search by Category
Base: 16-64 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?“
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.
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.
What about purchasing?
2. The Purchasing Hypothesis.
Individuals driven to online search by offline advertising make a purchase online.
2. The Purchasing Hypothesis…
Base: 16-64 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 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.
Chart 3. Percentage of users of each medium driven online to purchase - as a result of offline
advertising
32 32 33 33
21 22
10 11
Adults ABC1 Adults
TV Ads Magazine Ads Newspaper Ads Radio Ads
Base: 16-64 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?“
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: 16-64 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?“
Chart 4. Percentage of male media users driv en online to purchase
34 33
25
12
Men
TV Ads Magazine Ads Newspaper Ads Radio Ads
Chart 5. Percentage of female media users driven online to purchase
30 32 16 8 Women TV Ads Magazine Ads Newspaper Ads Radio Ads
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: 16-64 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?“
Chart 6. Percentage of users of each medium driven to purchase online across different product categories - as a result of offline advertising
0 10 20 30 40 50 60 C osm etics Fa sh ion A cc esso ries To ile tries Fo od Clothin g En ts Tic kets H ob bies C ars Music Trave l T ick ets H olid ay H ou se ho ld Ap p. Ele ctron ics O th er TV Ads Magazine Ads Newspaper Ads Radio Ads % agree
Online Purchase by Category
Base: 16-64 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?“
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
Is this true in the UK?
2. The Purchasing Hypothesis.
Individuals driven to online search by offline advertising make a purchase online.
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
