The sixth annual ‘State of the Media Democracy’ report, based on responses from 2,276 UK consumers aged between 14 and 75 years old, found that 64% of respondents had visited a website after seeing an advert on TV.
61% said they visited a website after seeing a magazine ad, 59% said a newspaper ad drove them online, while only 12% of respondents said a mobile app advert had prompted them to visit a brand's site.
A further 62% of respondents said they paid more attention to newspaper adverts than their online equivalents.
Deloitte said that online display advertising had actually lost ground year-on-year, in 2010 only 49% of respondents said they paid more attention to print than online.
The power of TV advertising is to be expected, as the survey also found that 98% of people chose TV services as their favourite type of media."
Source: Econsultancy, 19th March 2012
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