Study reveals magazines’ role in influencing buying habits

New research by the consumer magazine marketing body, Magnetic, reveals the extent of the role magazine brands can play in influencing purchasing habits within the homes and tech sectors.

Conducted in partnership with research specialists Emotional Logic, Magnetic surveyed 738 consumers at different stages in the buying journey.

According to the research, magazines are able to directly influence consumer budgets, with 61% of readers increasing their connected home budgets by an average of 67% after reading a magazine.

Magazines can also play a role in helping homes, interiors and technology brands make it onto their readers’ consideration lists; after reading a magazine, 91% of readers changed the brands on their home furnishing shortlist.
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Both effects are heightened by the use of print display advertising. Kitchen and bathroom brands that used print display ads in magazines were 35% more likely to become a favourite brand on a reader’s shortlist.

Meanwhile, the research suggests that display and editorial work well in combination to increase the levels of attention given to brands: where printed display ads in magazines get a consumer’s attention, contextual relevancy achieves eight times the number of double-takes and achieves on average 40% more in terms of share of attention.

“It’s the valuable audience and quality context that magazine brands offer that explains these results,” said Sue Todd, CEO, Magnetic.

“The environment is highly relevant and advertising benefits from being surrounded by inspirational content and expert editorial. For brands that are struggling to maintain their price premium or losing out in shortlisting considerations, magazines are a crucial channel to drive growth.”