Despite important changes in media consumption in recent years, consumers continue to have most trust in advertising in magazines and newspapers, reports Print Power.
It seems the power of the printed word still rings true and has great value when evaluating advertising. When asked how much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63 per cent, TV 41 per cent and internet 25 per cent. What’s interesting is that so-called traditional media such as direct mail and catalogues also outscore social media and the Internet respectively.
When asked about the role of advertising in purchase decision making, almost seven out of ten said advertising in magazines and newspapers is most important to support purchase decisions. Proving the importance of direct mail, almost 90 per cent of consumers value addressed and non-addressed mail above social media. These figures prove the continued effectiveness of advertising in the various printed media. Advertisers benefit from the leading consumer trust in print media, as readers more positively evaluate their advertising compared to when it is placed in other media. And at the same time advertisements placed in print media play an important role in the purchasing process.
These results are based upon a pan-European survey conducted by VTT, the Finnish research institute. More than 700 consumers in 13 countries were asked about their media usage and their attitude towards advertising.