Avon-Backed Study: Young Health & Beauty Consumers Respond More to Magazine Ads Than Online
A newly released report on healthcare and beauty advertising suggests that younger consumers are more likely to engage with print ads than with online ads.
MediaVest carried out the research on behalf of Avon. Its findings show that, within the health and beauty category, print advertising clearly performs better than online advertising.
MediaVest vice president David Shiffman said magazine ads attract more attention than online ads and are a vital component of the magazine experience.
The online survey covered 1,500 adults aged 18 to 34. Among them, 55% said they looked for entertainment and celebrity news in magazines at least once a week, compared with 37% who searched online for the same type of news. For fashion and beauty information, 41% turned to magazines weekly, while only 20% did so online.
Maria Givens, Avon's media director, said print remains the advertising medium for the beauty and fashion sector. She noted that its effectiveness is trusted, and that abandoning print would result in a loss of brand equity.
Source: China Packaging Network (pack.cn); original link: http://news.pack.cn/show-362288.html
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