Recent data reveals an interesting trend in the relationship between print advertising and a consumer’s motivation for an online search. As the industry continues to weigh the merits of online and search-engine advertising to print advertising, this new study reveals important information on how these two types of media can and do influence each other.

Print media has long been an advertising staple for most clients. It provides an excellent venue to inform consumers about products and services, and also allows clients to track responses easily. With the advent of the internet, there are even more options available to consumers for obtaining information on products and services. But as BIGresearch’s study points out, print media still has a large influence over the consumer’s buying decisions, and often drives the consumer to go online to search, compare, and purchase products.


In a recent analysis of BIGresearch's Simultaneous Media Survey conducted for the Retail Advertising and Marketing Association, consumers said that they were most motivated to begin an online search after viewing:

* Advertisements in magazines (47.2%)
* Newspapers (42.3%)
* Ads on TV (42.8%)
* From reading articles (43.7%)


Women were more likely than men to be motivated (to begin an online search) by coupons (41.8% vs. 29.0%), and in-store promotions (29.0% vs. 24.5%). Men were more driven to start an online search based on a face-to-face conversation (36.1% vs. 29.5%).


After searching, online consumers said they are most likely to communicate with others about their search through:

* Face-to-face discussion (68.9%), though
* Email (53.1%)
* Telephone (50.9%)
* Cell phone (30%)


Shoppers continue to use the web as a resource before determining which items to buy and where. According to the survey, 92.5 percent of adults said they regularly or occasionally research products online before buying them in a store. Products that are most often researched online before being purchased in a store include:

* Electronics (50.8%)
* Apparel (31.9%)
* Appliances (27.0%)


While online and search-engine advertising are important parts to the advertising mix, print should remain an extremely significant piece of a clients’ overall marketing plan. Print advertising tends to drive consumers to act on products and services, search for more information, and eventually purchase products.