However, consumers are increasingly engaging with this content in digital form, rather than finding it in print.
Asked how they discover new brands, products, or services, 47% of 16-24 year-olds and 45% of 55-65 year-olds cited articles posted on the websites of newspapers and magazines. That's nearly double the number (20% and 27%, respectively) who discover brands via articles published in the print versions of newspapers and magazines.
After newspaper and magazine articles published on the Web, the next most common method for discovering new brands is recommendations from real-life friends. Consumer comments on message boards is third, and results from search engines is fourth.
Advertisements and celebrity endorsements land in the middle of the pack, as do recommendations from digital friends and blogger reviews.
The least common method for finding new brands is via deals on group buying websites, such as Groupon.
About the research: The report was based on data from an online survey of global internet users ages 16-24 and 55-65.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji