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Consumers Seek Newspaper, Magazine Ads for Bargains

January 26, 2010

Print ads are still the preferred way for American consumers to find shopping deals but the Internet is not far behind: 23% say newspaper and magazine advertisements are where they can find the best bargains, while 18% say online ads are most helpful, according to a survey from Harris Interactive.

Over one in ten Americans (12%) say they prefer direct mail and catalogs when bargain-hunting, while 11% cite TV commercials and just 2% cite radio.

Some 34% of Americans say the type of ad makes no difference at all when they are looking for a bargain.

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Younger Consumers Prefer Online Ads

When hunting for bargains, different age groups have different ideas of where to look: 22% of consumers age 18-34 cite online ads, while 17% cite TV commercials.

Over one-quarter (26%) of consumers age 35-44 say online ads offer the best deals.
Meanwhile, older consumers prefer traditional media: 24% of those age 44-55 and 33% of those age 55+ prefer newspapers and magazines to help them find the best bargains.

Men are also more likely to prefer online advertisements than are women (21% vs. 16%). Women, on the other hand, are more likely to cite newspapers and magazines (24% vs. 22%) and direct mail and catalogs (14% vs. 11%) as the best sources for bargains.

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