Contrary to the popular view, this is the conclusion of a new study by Clutch, the data research company. Here is a summary of the findings:
• Advertisements influence 90% of consumers to make a purchase.
• Consumers make purchases after seeing or hearing an advertisement on TV (60%), in print (45%), online (43%), and on social media (42%).
• Advertising through traditional mediums is seen as the most trustworthy: 61% of consumers trust TV, print (58%), radio/podcast (45%), and outside home such as billboards, etc. (42%).
• The least trustworthy advertising mediums are online (41%) and social media (38%).
• Advertising influences 81% of Millennials ages 18 to 34 to make a purchase and 57% of Baby Boomers 55 and older.
• Those with higher household income (55%) are more likely to make a purchase after seeing or hearing an advertisement than middle (48%) and low (45%) household incomes.
Based on this study, advertising influences almost all consumers to make purchases. Only 10% said ads do not influence their purchasing decisions.
Takeaway: While this survey may not be the last word, it offers an alternative to the belief that it’s nearly impossible to design and implement an effective advertising program to reach the desired customers. While it’s more complicated today, this survey’s findings can serve as a helpful guide.