Study Finds Traditional Media Bests Social Networking In Driving Online Traffic
March 31, 2011 at 4:26 AM (PT)
Despite all the talk about social networking, a new study has found that "Traditional media advertising remains a more effective driver of online traffic than the social networking equivalent," reports WARC.COM.
The study was done by consultants DELOITTE and research firm YOUGOV, who asked over 12,000 people in several countries including the U.S. how often they visited websites after being exposed to ads on various types of media.
Surprisingly, social networks scored below those of radio ads, newspaper ads and offers distributed by email. In the U.S., only 9% scored social media as their top choice. Search engines topped the list with 36%, TV scored 20%. Radio did particularly well in the U.S, as compared to other countries.
"Social networks may sometimes feel ubiquitous but they remain an emerging business based on rapid and ongoing innovation," said DELOITTE consultant ANDREW HAUGHTON. "There is an opportunity to exert real influence on consumer views and purchase decisions, but it is likely to require greater sophistication in how brands reach social network users."