In-store and print ads hold more influence than online and social network ads, but opinions are best


By Ishbel Macleod, PR and social media consultant

January 10, 2013 | 2 min read

In-store advertising has been named as the biggest influence for purchases, according to research by Steria, with 28 per cent citing this as a reason for purchase.

The research, carried out by YouGov, also found that newspaper and magazine adverts were identified by 27 per cent as a purchasing influence, while only 18 per cent were influenced by online advertising, nine per cent by ads on social networks and seven per cent by mobile ads.

However, it was found that human opinions were seen as the most important item leading to purchases, with 57 per cent saying that the views of their friends is the most important factor; while 40 per cent were even influenced by people they don’t know, whether they heard the views in person or saw them online.

This was highest in respondents aged 18 to 24 (54 per cent) and 25 to 34 (58 per cent), suggesting a significant generational shift from those aged 55 and over. In this age category, only 26 per cent said they were influenced by people they don’t know.

Geraint Evans, multichannel director at Steria UK, said: “Rather than suggest that we replace one sort of marketing with another, today’s findings illustrate just how versatile the modern marketer has to be. Consumer buying behaviour differs greatly depending on factors like age, location and gender.

“Companies wishing to get an edge over the competition will need to show a clear understanding of both online and offline channels, and how consumers best respond to them. Part of this means providing appropriate tools and functionality to make the shopping experience as quick and easy as possible.”


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