Online FSI / Circulur Ads Give A Better Sense Of A Product Than A Printed Insert

In a new study that was just released by the Newspaper Association of America (Internet Shopping & Advertising Study -- Consumer Usage of Newspaper Advertising 2006 - Prepared by MORI Research) some more interesting insights were found about the whether an online FSI / circular ad gave a consumer a better idea about a product...

"Product Appearance: Earlier, it was noted that 53 percent of newspaper preprint users agreed that they give a good idea of what products look like. The Internet, however, seems to have an advantage over preprints on this characteristic, although there obviously is much room for variation. By a 62 percent to 25 percent margin, online shoppers said that they get a better sense of product appearance on the screen than with a printed insert. Women (55 percent) are somewhat less inclined than men (62 percent) to favor the Internet on this question. (Newspaper preprint users who shop online are about average on this question.)

Question: In general, would you say that you get a better idea of a product’s appearance by seeing it in a printed advertisement in a newspaper insert, or by seeing it online, on a web site?

Product Appearance in Printed Insert vs. Online

• Better seeing product online = 62%
• Better seeing product in print advertisement = 25%
• About the same = 11%
• Neither = 2%
• Don’t know = 1%
  

Base = Adults who shopped online in past 30 days"