A new research study has been carried out by the Newspaper Society into the role media plays in influencing consumer decision making. Consumer’s Choice III, carried out by BJM Research and Consultancy, examined behaviour across a wide range of goods and services.
Some of the main findings were:
62% of people said regional press had the most helpful advertising, compared with 45% for nationals, 43% for television, 29% for ad-only publications, and 27% for radio.
Four out of five people say they act on advertisements in the regional press, far more than for any other medium.
32 million adults read classified advertising in regional newspapers – more that twice as many as in any other medium – with most people looking at least once a week.
The project is a continuation of previous reports published by the Society.
Newspaper Society: 0171 636 7014
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