Magazines in the Driving Seat

“Magazines in thedriving 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

17 19

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

Cosmetics

Fashion Accessories

Toiletries

FoodClothing

Ents Tickets

Hobbies

CarsM

usic

Travel Tickets

Holiday

Household App.

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) showsthat magazine and TV advertising arethe leading media for driving onlinesearch 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?“

Magazines in the Driving Seat

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

Cosmetics

Fashion Accessories

Toiletries

FoodClothing

Ents Tickets

Hobbies

CarsM

usic

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.