By: E&P Staff Nearly 60% of adults say that they use newspapers to help plan shopping or purchasing decisions, according to early data from a new survey.
In a preliminary study, MORI Research polled more than 3,000 adults on behalf of the Newspaper Association of America to glean their planning, shopping and purchasing habits.
More than 70% of respondents said they "regularly" or "occasionally" read newspaper inserts. Within the past month, 82% of adults said they took action because of a newspaper insert.
"Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action," John Sturm, president and CEO of the NAA, said in a statement. "While new technologies have their place in any total marketing program, initial findings from this important research demonstrate the enduring power of today's newspaper ads."
Some more findings: 60% of those surveyed said they clipped a coupon because of newspaper advertising while 50% said they bought something as a result of an ad.
Additionally, 41% of adults said when they check for advertising they turn to newspapers. Only 14% said they seek out direct mail.
The NAA released a set of
ads, created by Allied Advertising, based on the early findings available to members.
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