Google and Deloitte Research

Newspaper advertising is key to driving online search activity

According to recent studies on print advertisements, commissioned separately by Google and Deloitte, newspapers give advertisers significant local reach. They are consumers' primary source for checking advertising, and are well ahead of direct mail. Newspapers help advertisers reach an attractive demographic as people who read newspapers tend to be highly educated and affluent, have higher Internet penetration, and shop online more frequently.

Advertising highlights of the studies

Of all the newspaper readers who use the Internet, 44% reported that in the last month they had researched at least one product they saw in the newspaper – and 67% of them did it online.

• 47% of people who responded to a newspaper ad by going online went directly to a URL they saw in the advertisement.
• 72% of people who responded to a newspaper ad by searching Google ended up purchasing the product.
• 50% of respondents said that if they saw a newspaper ad for a product they already knew about from the Internet, they would be more likely to purchase the product.
• 26% of daily newspaper readers have cut out an ad for later reference.
• More than one in four consumers (28%) would pay for online content to avoid ad exposure.
• 64% of people, who were polled, pay more attention to print ads than those online.

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