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Traditional marketing more influential than digital advertising and social media / Steria

by on January 11, 2013

Research released today by Steria, the IT and business services provider, reveals that despite the apparent growth in digital advertising, physical advertising still exerts a greater influence when it comes to consumer purchasing decisions.

The research, conducted by YouGov, revealed the limited influence of paid-for digital advertising compared to traditional forms of marketing.  In-store advertising was cited as an influence on purchasing decisions by 28% of respondents, while newspaper and magazine adverts were identified by 27%. In comparison, 18% were influenced by online advertising, 9% by ads on social networks while the figure for mobile ads was just 7%.

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