Magazines are key influencers in online purchasing, study says

Magazines are leaders in influencing online purchasing, according to a study reported recently in the U.K. The study, released by the Periodical Publishers Association during Magazine Week in the UK involved interviews with 3,045 adults aged 16-64, with the fieldwork done throughout August by the research firm BMRB.

The survey found that 70 per cent of online searches were prompted by offline activity, and that magazines along with television dominate as influencers.

The study also unrevealed that nearly 60 per cent of purchases were driven by offline, and that again television and magazines were equal in terms of influencing purchase online, however magazines were by far the most cost-effective driver of purchases and that in over 70 per cent of product categories magazines were the primary drivers.