Most organisations have dedicated marketing budgets in order to advertise their products and services to potential and existing customers. These advertisements can range from features in magazines, adverts on TV, to banner advertising online. But as we are presented with more ways in which to advertise, what types of advertising actually affects a consumer’s decision to purchase?

In order to answer this question, Hyperfine Media conducted a survey asking 1000 people across the UK 'where did you see the last advert that made you buy a product?’. Although almost half of the respondents (48.7%) couldn’t remember the last time they brought a product that was influenced by an advert, there are clear channels where adverts have resulted in a purchase.

Unsurprisingly television advertising is still at the top of the list with 16.5% of responses, but online advertising is starting to catch up. 12.3% of respondents accredited their purchases to adverts they had seen on their desktop, and 7.5% from adverts they had seen on their mobile.

When breaking down the results by gender, TV, desktop and mobile are the top responses amongst both males and females. TV was the top response for both genders, however there was a higher percentage of females (17.7%) responding with this medium compared to males (15.3%). Conversely, a higher percentage of males responded with desktop (16.1%) compared to only 8.5% of females. There were an equal percentage of males and females (7.5%) who responded with mobile.

There are also clear trends among the various age groups who took part in the survey. TV and desktop adverting are top two responses across all the demographics, yet the results suggest that the younger the respondents is the more influenced they are by online adverts.

In the case of 18 to 24 year olds, the influence of desktop adverts overtake TV adverts with 19.7% of responses in this demographic compared to 15.6% for TV. TV was the top response for 25 to 34 year olds (18.9%), 35 to 44 year olds (17.8%), 45 to 54 year olds (20.7%), 55 to 64 year olds (11.1%) and over 65’s (11.9%). Desktop however has come in at a close second across the various age groups, with 15.9% of 25 to 34 year olds responding with desktop, 7.1% of 35 to 44 year olds, 10% of 45 to 54 year olds, 6.8% of 55 to 64 year olds, and 14.3% of over 65’s.

Although these results reveal that television is still the most influential medium for advertising, the rise in purchases that have resulted from online advertising is a clear indicator that businesses need to start investing more of their advertising budget on online advertising in order to maximise on their marketing campaigns.

 

By Garth Haley, director of Hyperfine Media.. 

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