U.S. consumers rely on newspapers when making purchasing decisions

Posted May 16, 2013 at 10:15 am

More than 8 in 10 adults – 81 percent – took action in the past month as a result of seeing a newspaper ad, new research from the Newspaper Association of America shows. More than half made an actual purchase.

“How America Shops and Spends 2013,” conducted for NAA by Frank N. Magid Associates, measures patterns of behaviors in U.S. consumers, including advertising media usage for shopping and purchasing, the role of newspaper media in purchase decisions, the use of preprints and coupons, and online shopping actions.

“This research reaffirms the power of newspaper advertising to engage consumers, and what’s more, its ability to drive them to take action,” said NAA president and CEO Caroline Little.

“Consumers live in an advertising-saturated world and advertisers want to reach consumers who actually see their ads and engage with them. As this research once again confirms, newspaper media do just that,” Little said. “Newspaper media help advertisers cut through the clutter and influence consumer shopping decisions.”

“How America Shops and Spends 2013” reveals several key trends in U.S. shopping patterns that are important for advertisers to consider, including:

*Newspapers ranked first or tied for first place in seven of 12 benefit statements related to advertising platforms, with the top three being “you check for your regular shopping,” “most valuable in planning shopping” and “most believable and trustworthy.”

*Print newspapers scored highest at 62 percent out of 19 advertising sources used by survey participants to plan shopping or make purchasing decisions in the last seven days. When combined with newspaper websites, the net number totaled 66 percent.

*Survey participants who self-identified as nonreaders of newspapers nevertheless reported using them. Three of the top five actions from a list of 13 related specifically to advertising: clipping a coupon (16 percent), checking sales in local stores (16 percent) and comparing prices for items they intended to purchase (12 percent).

*Nearly nine out of 10 — 86 percent — of those who used online circulars also took some action as a result of a print newspaper insert in the past 30 days.

“How America Shops & Spends 2013” features data culled from 2,000 nationwide interviews with individuals 18 years or older. Learn more about this study at http://tinyurl.com/d6hc843.

About NAA:

NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the United States and Canada. Members include daily newspapers as well as nondailies, other print publications and online products.

Headquartered in Arlington, Va., the association focuses on the major issues that affect today’s newspaper industry, such as public policy/legal matters, advertising revenue growth and audience engagement across the medium’s broad portfolio of products and digital platforms. More information about NAA and the industry is available at www.naa.org.