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Consumers Seek Newspaper, Magazine Ads for Bargains


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.

Online Ads Appeal to College Graduates

Some 29% of those with at least a college degree say online advertisements are more likely to help them find a bargain, compared with 12% of those with a high school education or less.

Meanwhile, 25% of those with a high school education or less say newspaper and magazine ads are more likely to help them find a bargain, compared with 20% of those with at least a college degree.

About the data: Co-sponsored by Adweek Media and Harris Poll, the online survey of 2,136 US adults was conducted on December 14-16, 2009 by Harris Interactive. 

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