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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 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
(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: 16-64 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
Chart 1. Percentage of users of each medium
driven to search online by offline advertising
50 50 51 4945 46
4247
3128
36
27
1719
1216
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.
Base: 16-64 online adults who have gone online in last 12 months to look for info on products considering buying
Magazines in the Driving Seat
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
Cosm
etics
Fashion Accessories
Toiletries
Food
Clothing
Ents Tickets
Hobbies
Cars
Music
Travel Tickets
Holiday
Household A
pp.
Electronics
Other
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?“
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: 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 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.
Chart 3. Percentage of users of each medium
driven online to purchase - as a result of offline
advertising
32 3332 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?“
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: 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 driven online
to purchase
3433
25
12
Men
TV Ads Magazine Ads
Newspaper Ads Radio Ads
Magazines in the Driving Seat
Chart 5. Percentage of female media
users driven online to purchase
3032
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?“
Magazines in the Driving Seat
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
Cosm
etics
Fashion Accessories
Toiletries
Food
Clothing
Ents Tickets
Hobbies
Cars
Music
Travel Tickets
Holiday
Household App.
Electronics
Other
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?“
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.
