Bargains

Look at where people are looking:

Bargain Hunters Start With Newspaper and Magazine Ads

According to a recent Adweek Media/ Harris Poll, 23% of adult Americans believe that newspaper and magazine advertisements are where they can find the best bargains. 18% believe online advertisements are most likely to help them find the best bargains. 10% say direct mail and 12% catalogs, 11% television commercials, and just 2% say radio. And, 34% of Americans believe the type of ad makes no difference when they are looking for the best bargain.

When looking for the best bargains, different age groups have different ideas of where to look:

• 18-34 year olds are more likely to say online ads (22%) and television commercials (17%) are the best places to go
• 35-44 year olds go online (26%)
• 24% of those 44-54 and 33% of those 55 and older say newspaper and magazine advertisements those are media most likely to help them find the best bargain

Advertising Most Likely to Help Find Bargain - Age (Base: All U.S. adults; % of Category Respondents)
	Age
	Total	18-34	35-44	45-54	55+
Newspaper/Magazine advertisements	23%	15%	16%	24%	33%
Online advertisements	18	22	26	17	12
Direct mail and catalogs	12	13	13	14	10
Television commercials	11	17	12	8	7
Radio	2	2	3	< .5	1
None- the type of ad makes no difference	34	31	31	36	36
Source: Harris Polls, January 2010

Among the genders, women are more likely than men to say newspaper and magazine advertisements, and direct mail and catalogs are more likely to help them find a bargain. Men, on the other hand, are more likely to say online advertisements are more likely to help them find a bargain.

There is also an interesting educational difference in the media people believe can help them find the best bargains:

• One-quarter of those with a high school education or less say newspaper and magazine advertisements are more likely to help them find a bargain, compared to 20% of those with at least a college degree.
• 29% with at least a college degree believe online advertisements are more likely to help them find a bargain compared to 12% of those with a high school education or less

Advertising Most Likely to Help Find Bargain - Gender & Education (Base: All U.S. adults; % of Category Respondents)
		Gender		Education
	Total	Men	Women	HS or less	Some college	College grad
Newspaper/Magazine advertisements	23%	22%	24%	25%	23%	20%
Online advertisements	18	21	16	12	18	29
Direct mail and catalogs	12	11	14	12	12	12
Television commercials	11	12	10	12	12	8
Radio	2	2	1	3	1	1
None- the type of ad makes no difference	34	32	35	36	33	31
Source: Harris Polls, January 2010

The report concludes that, while newspaper ads are still slightly ahead of others among all adults when it comes to bargain hunting, online is not far behind. And, online ads lead newspaper and magazine ads, as a source of information about bargains, among younger, better educated consumers, who are much more attractive to most advertisers.

Please visit here for additional information about the study.

Sphere: Related Content