Magazines In The Driving Seat

Magazines in the Driving Seat

“Magazines in thedriving seat”

Research into offline drivers of online search and purchase.


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


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)


Is this true in the UK?

Our hypotheses.

1. The Search Hypothesis. A significant percentage of individuals are driven to conduct an onlinesearch 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.


The Research

BMRB Omnibus survey of 3,045 online adults aged 16-64.Fieldwork done in 2 waves during 23rd – 31st August 2007

Online Search and Purchase behaviourOffline Media usage Category specific online search and purchase

Analysis based on users of each medium.


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: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying


TV and Magazines advertising drives search!

50 50 5149

45 4642

47

3128

36

27

1719

1216

Adults ABC1 Adults Men Women

TV Ads Magazines Ads Newspapers Ads Radio Ads



20

30

40

50

60

70TV Ads Magazine Ads Newspaper Ads Radio Ads% agree

Searching by Category



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.



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.


What about purchasing?

2. The Purchasing Hypothesis.

A significant percentage of those driven to search by these means eventually make a purchase online.


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: 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.


Magazines equal TV!

TV and Magazines are as strongas each other for driving online purchasing amongst adults.

32 3332 33

21 22

10 11

Adults ABC1 Adults

TV Ads Magazine Ads Newspaper Ads Radio Ads



TV advertising is the strongest driver of online purchase for men (just).

“You can't win everything”

Beaten by a nose!



Magazine advertising is the strongest driver of online purchase for women.

Beaten by a nose!



0

10

20

30

40

50

60 TV Ads Magazine Ads Newspaper Ads Radio Ads% agree

Purchasing by Category



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


Engagement makes a difference.

Those consumers with strongest media engagement are much morelikely to purchase online as a result of offline advertising exposure.

32

55

32

43

21

46

10

26

0

10

20

30

40

50

60

70

Overall Favourites

Magazines Ads TV Ads Newspapers Ads Radio Ads

Base: 16-64 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



2. The Purchasing Hypothesis.

A significant percentage of those driven to search by these means eventually make a purchase online


Conclusions1. 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.


Find out for yourself.

You provide;

Target Audience demographicsProduct/Brand Category

We provide;

Analysis of Offline drivers of searchAnalysis of Offline drivers of purchase

No charge for the next 4 weeks.At cost after 4 weeks.


Coming next

Word of Mouth – First ¼ 2008


“Magazines in thedriving seat”

Research into offline drivers of online search and purchase.

Education

Magazines In The Driving Seat