January 31

Newspaper Ads Help Drive Cdrive in newspaper adsonsumers to the Web

Most of them purchased at least one thing from a store or dealer; the second most common purchase venue was online

Some of respondents reported that in the last month they purchased at least one product they had seen in the newspaper.

About the surveyIn mid, Google commissioned Clark, Martire Bartolomeo to conduct a study of American print newspaper readers with the goal of gathering data that explored how newspaper readers respond to newspaper ads by going online. The survey was based on a random digit dialing telephone sample of , target adults. Target adults were regular print newspaper readers who use the Internet, and search engines, at least once a month.

Multichannel Ads Increase Trust/Likelihood to Buy

Seeing products and services advertised in multiple channels increased both consumer trust in them and likelihood to buy.

Some of people who saw a product or service advertised in a newspaper in the past month researched it and twothirds of that group went online to find more information,according toa Googlecommissioned survey from Clark, Martire Bartolomeo.

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Some additional findings from the study, below.

Nearly half of respondents said seeing a product in the newspaper after seeing it online would make them trust the product more. More than half that group said they would be more likely to purchase the product if they saw a newspaper ad for a product they already knew about from the internet.

The survey of , searchengineusing adults who also read newspapers an estimated million people in the US finds that among those who go online to research a product, nearly half go directly to a product URL, go to a search engine, and go to another site

Among those who go online after seeing ads in newspapers, nearly make purchases following their additional research.

When rating which media are better for different functions, respondents considered the newspaper more useful for learning about promotions vs. for the internet and deciding where v. and when v. to buy