Nearly 60 percent of adults say that they use newspapers to help plan shopping or purchasing decisions, according to early data from a new survey.
In a preliminary study, MORI Research polled more than 3,000 adults on behalf of the Newspaper Association of America to glean their planning, shopping and purchasing habits.
More than 70 percent of respondents said they "regularly" or "occasionally" read newspaper inserts. Within the past month, 82 percent of adults said they took action because of a newspaper insert.
"Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action," John Sturm, president and CEO of the NAA, said in a statement. "While new technologies have their place in any total marketing program, initial findings from this important research demonstrate the enduring power of today's newspaper ads."
Some more findings: 60 percent of those surveyed said they clipped a coupon because of newspaper advertising while 50 percent said they bought something as a result of an ad.
Additionally, 41 percent of adults said when they check for advertising they turn to newspapers. Only 14 percent said they seek out direct mail.
The NAA released a set of ads, created by Allied Advertising, based on the early findings available to members.
Nielsen Business Media