British consumers pay more attention to print ads rather than online ads, according to Deloitte’s new Media Democracy survey into the media consumption habits of Brits aged between 16 and 74.
The study found that 59% of consumers pay the greatest attention to print ads in magazines, while 56% pay more attention to ads in newspapers compared to any type of advertising on the internet.
People over the age of 64 form the group most impacted by newspaper ads, with a significant 71% admitting their decisions are influenced by print adverts.
Traditional advertising is far more popular than online with the British public according to Deloitte: 64% find any type of internet ad to be more intrusive than print ads in newspapers, while around a quarter (26%) would be willing to pay for online content in exchange for not being exposed to ads.
The survey also found that up to 84% of consumers believe TV advertising is most likely to influence what they buy, followed by 54% of magazine ads and 45% of newspaper and online ads.
In total, British consumers spend over 69 hours each week consuming various types of media – with TV taking up the most time for Brits in the survey, each spending 16.3 hours on average in front of the TV every week.
However, by comparison Brits only spend an average of 8.7 hours a week online and just five hours a day listening to radio.
Deloitte found that video games also play a substantial role in British lives, as the survey of 2023 consumers discovered that in an average week, 6.6 hours are spent either playing games online or on a handheld system, a PC, a mobile phone or on a video console.
Jolyon Barker, head of technology, media & telecoms for the consultancy, said the study highlighted the strength of traditional media in Britain, particularly with regards to newspaper, magazine and TV ads.
However, despite Deloitte’s findings, a recent report from GroupM forecasts that UK national newspaper advertising is set to fall by as much as 12% year on year this year, with regional titles down 13% and the business-to-business magazine sector down 14% (see UK ad spend to fall nearly 6% in 2009).
GroupM also predicts that TV advertising will fall 6% year on year in 2009, in line with the overall downturn in total ad revenue next year, while radio ads will be down 8% and consumer magazines down by 8.5%.
However, Online seems to buck the trend, with eMarketer predicting that UK online ad spend will grow by 7.2% in 2009, reaching up to £3.58 billion (see UK online ad spend forecast to grow 7.2% in 2009).
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