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Survey shows where shoppers search for deals

1/31/2010 7:25:29 PM

New York--Retailers looking to lure customers by offering bargains may find that the best way to spend their ad dollars depends on whom they want to attract.

A new Adweek Media/Harris Poll survey of 2,136 U.S. adults conducted online between Dec. 14 and 16 shows that older adults are more likely to turn to magazine and newspaper ads to find bargains, while younger consumers are more apt to surf the Web in search of deals.

The results show that 23 percent of shoppers surveyed believe that newspaper and magazine ads are where they can find the best deals.

One in five survey respondents (18 percent) depend on online advertisements to find sales, while 12 percent turn to direct mail--a favorite marketing tool among jewelers--11 percent tune in to TV commercials and 2 percent choose radio. Meanwhile, one-third of survey respondents (34 percent) believe the type of ad makes no difference when they are looking for the best bargain.

The survey also shows that when looking for the best bargains, younger consumers are more likely to go online.

Of those respondents 18 to 34 years old, 22 percent said online ads and 17 percent said television commercials are best for finding bargains, while 26 percent of those 35 to 44 years old prefer the Internet for finding deals.

Among consumers ages 44 to 55, 24 percent use newspaper and magazine ads to locate sales, as do 33 percent of those 55 and older.

Across gender lines, the study shows women are more likely than men to say newspaper and magazine ads (24 percent vs. 22 percent) and direct-mail catalogs (14 percent vs. 11 percent) are more likely to help them find a bargain, while 21 percent of men surveyed turn to the Internet, as compared to 16 percent of women.

The survey also highlighted a slight difference in media preference among people of varying education levels.

Of those with a high school education or less, 25 percent of survey respondents say newspaper and magazine ads are best for finding bargains, compared to 20 percent with at least a college degree.

Of those with at least a college degree, 29 percent believe online advertisements are more likely to help them find a bargain, compared to just 12 percent of those with a college education or less, the survey shows.

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