For Bargain Hunters, Ads in Newspapers, Magazines Edge All Other Media

By: E&P Staff When it comes to hunting bargains, Americans are still more likely to leaf through newspapers and magazines than go online, a poll released Friday finds.

Nearly one-quarter (23%) of adults surveyed said that newspaper and magazine advertisements are the place they will find the best bargains. By contrast, 18% said the best bargains are found online, 12% picked direct mail and catalogs, 11% chose television, while just 2% said they turned to radio for bargains.

The poll, conducted by Harris Poll for Adweek Media, also found that the plurality of Americans, 34%, say it makes no difference where they look for the best bargain.

The survey of 2,136 U.S. adults between Dec. 14 and 16 asked the question: "When you are looking for a bargain, which of the following types of advertising, if any, do you believe is most likely to help you find one?"

Age makes a difference in bargain-hunting media preferences.

Online ads appeal most to people under 45 and to college graduates

Consumers 18 to 34 are more likely to say online ads (22%) and television commercials (17%) are the best places to go, while those 35-44 years old go online (26%).

The older the respondent, the more likely they are to cite newspaper and magazine advertisements, the study found. Among the 44 to 54 age demographic, 24% use print ads, while one-third (33%) of those 55 and older say newspapers and magazines are the places to find the best bargains.

Women are more likely than men to prefer newspaper and magazine advertisements (24% vs. 22%) and direct mail and catalogs (14% vs. 11%) in hunting bargains.

Men are more likely to say they go on line, with 21% compared to 16% of women.

Adweek Media/Harris also found a difference in preference in education. Respondents with a high school education or less were more likely to say they looked to newspapers and magazines for bargains than those with at least a college degree (25% vs. 20%).

The reverse is also true, with 29% of respondents with at least a college degree believing online ads are the better place for bargains compared to 12% of those with a high school education or less.