Traditional Media – Significant Digital Drivers

Consumers in ROI are logging-on the internet in their droves, with the latest TGI figures revealing a 17% increase in the number of adults accessing the web at least once per day in the last 12 months. Yet, consumers are encouraged to venture online by a whole range of media.

According to TGI, one of the most significant ways that people are being driven online is through traditional print media – 475,000 consumers regularly find out about new websites by reading about them in newspapers or magazines. 35-44 year olds are a third more likely than the average adult in ROI to regularly find out about websites in newspapers.

This suggests that marketers would do well not to concentrate solely on the internet but to spread their campaigns, given the influence that traditional media still holds over consumers in driving people online. For some internet users, television is also particularly influential as a digital driver – over 200,000 consumers regularly discover new sites by seeing their addresses at the end of TV programmes.