Media Research Blog

Media Research Blog

Women more likely to read, act on newspaper advertising

01 December 2013 · By Irene Fogarty

Recent European research revealed high engagement with print advertising among female newspaper readers. Women are more likely to visit advertisers, make purchases, and feel socially included after reading their newspaper of choice, the study found.

In 2013, with the aid of our business partner, Research and Analysis of Media AB (RAM), INMA’s research expert group conducted a European Newspaper Reader Survey, exploring the trust and value readers place in their newspaper of choice.

The survey attracted participation from nearly 30,000 readers across 80 different European print titles.

One of many interesting reveals from our survey is the gender difference in reader receptiveness to newspaper advertising. While our overall findings have many positive insights for newspapers in this regard, high engagement among female readers vis a vis newspaper ads stands out, compared with their male counterparts.

Forty-seven percent of female readers across Europe agree they often pay attention to advertising in their newspaper of choice, compared with 37% of men. Similarly, 47% of women agree their newspaper’s advertising often gives them important information compared with 36% of men.

We asked readers whether their newspaper’s advertising helps them with purchase decisions: 35% of women agreed, compared with 26% of men. Women also are more likely than men to say they read a newspaper for the advertising content as well as editorial: 24% compared with 17%, respectively.

The drive-to-purchase consideration after seeing newspaper advertising is stronger among female newspaper readers: 32% agree that seeing advertising in their newspaper of choice encourages them to visit advertisers, in person or online (compared with 25% of male readers).

Women also are more likely than men to feel a sense of social inclusion from reading their newspaper: 65% compared with 58%, respectively, agree they feel more part of their community when reading their newspaper. Women also are much more likely than men to agree their newspaper gives them ideas about things to do or places to go (76% compared with 65%).

print article send to friend


blog comments powered by Disqus
About this blog

The mission of the Media Research Blog is to highlight research done by newsmedia companies as an activity that should guide strategic and tactical decisions. At INMA we believe research is more vital than ever in understanding the complex calculus of audiences, advertising, and media platforms. To put it bluntly, we hope to inspire media researchers worldwide with this blog put together by the INMA Europe Research Committee.



Blog team

Gloria Arlini
Assistant Manager, Insights & Intelligence Unit,
Singapore Press Holdings, Singapore

Herve Barbot
Director of Research and Development, Ouest-France, France

Irene Fogarty
Research Executive, The Irish Times, Ireland

Wolfgang Granigg
Business Development, Styria Medien Group, Austria

Erik Grimm
Research Director, Cebuco, The Netherlands

Ilse Peeters
Research Manager, De Persgroep, Belgium

Bart de Proost
Manager Business Intelligence Center, De Persgroep, Belgium

Bernhard Sonntag
Head of Research & Project Manager, MINDS International, Vienna, Austria

Pia Stork
Research Manager, Ekstra Bladet, Denmark

Blog roll

FIPP
inPublishing
IPA
Mediaonderzoek.nl
OPA
research.
Researchblog
Sands Media Services
Scarborough Research
WARC


Blog archives

October 2014 ( 1 )
August 2014 ( 1 )
July 2014 ( 1 )
June 2014 ( 2 )
April 2014 ( 2 )
February 2014 ( 2 )
January 2014 ( 1 )
December 2013 ( 1 )
November 2013 ( 1 )
September 2013 ( 1 )
July 2013 ( 1 )
June 2013 ( 1 )
May 2013 ( 1 )
April 2013 ( 1 )
March 2013 ( 3 )
February 2013 ( 1 )
January 2013 ( 2 )
November 2012 ( 1 )
December 2011 ( 2 )
October 2011 ( 1 )



Join INMA Today
 
Upcoming Events
Mar
09
INMA Mobile Summit for Engagement and Profit
Austin, United States
09-10 March 2015
Mar
26
Big Data for Media Conference
London, United Kingdom
26-27 March 2015
Apr
08
INMA Augmenting Print with Digital Workshop
New Delhi, India
08 April 2015
Apr
24
INMA Ideas Day on Advertising
Paris, France
24 April 2015
May
10
INMA World Congress
New York, United States
10-12 May 2015
May
22
INMA Ideas Day on Marketing
Brussels, Belgium
22 May 2015
Jun
12

More Events

Member Profiles

  • Marta Sanchez
    Panama


  • Stefan Andersson
    Sweden


  • Guido Conterno
    USA



  • Ign Gunawan Hardiyono
    Indonesia


  • Harry Gerd
    Sweden


  • Daniel Williams
    USA



©2014 INMA | Home | About | Contact | RSS | Privacy