We analyzed home interiors and technology customers before and after reading magazines and review sites using eye tracking. 88% changed their shortlisted brands and 57% changed their preferred brand after reading magazines. Combining magazines with review sites had the strongest effect, with 66% being 90% certain of their preferred brand. Magazine advertising was found to maintain or increase budgets for connected home purchases, with some seeing over a 60% increase. Magazines had higher levels of trust compared to social media.
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Home Truths: Connected Homes
1.
2. Methodology
We looked at home
interiors and technology
We spoke to customers before
and after reading magazines and/or
tech review sites
The magazines spanned lifestyle
and special interest categories
Our specialist partners used eye
tracking to capture unconscious
behaviour
5. 88%
of
Connected
Homes
consumers
Source: Home Truths
Magazines can get you on the shortlist
At this moment in time which brands are on your shortlist for your next <item> purchase?
change their shortlisted brands after reading a magazine
Base: Those who read a magazine with ads
6. Source: Home Truths
Magazines narrow the brands under consideration
At this moment in time which brands are on your shortlist for your next <item> purchase?
54%
Base: Those who read a magazine with ads
refined their shortlist after reading a magazine
7. Source: Home Truths
Magazines influence preferred brands
Out of the brands you are considering for your next <item> purchase which ONE is your favourite?
Base: Those who read a magazine with ads
57%
changed their preferred brand after reading a magazine
8. Source: Home Truths
The power of magazine and review sites combined
Proportion 90% certain or more they will buy favourite brand
Magazine Review site Magazine and
review site
43% 52% 66%
Base: Those who read a magazine with ads and a review website
9. How can magazine brands help home
interiors and tech brands with their
current challenges?
10. Source: Home Truths
Brands are worth paying more for
Thinking about <brand> for your next <item> purchase, how well do the following words describe it?
49%
of tech
buyers
Base: Those who read a magazine with ads and planning to buy
home interiors or tech
13. Source: Home Truths
Boosting connected home budgets with print
How much are you planning to spend on this <item>? (in £)
79%
maintained or increased their budget
61%
increased their budget with an average increase of67%
Base: Those who read a magazine with ads
14. Source: Home Truths
Online review sites boost connected home budgets
How much are you planning to spend on this <item>? (in £)
78%
maintained or increased their budget
67%
increased their budget with an average increase of88%
Base: Those who read an online review site
15. Source: Home Truths
The cross selling opportunity of online review sites
Are you planning to buy a <homes product> in the near future?
26%
47%
300%
Base: Those who read an online review site
TV
Audio
Connected homes
17. Source: Home Truths
Magazines protect preferred status through advertising
Out of the brands you are considering for your next <item> purchase which ONE is your favourite?
24% more likely to remain preferred brand than brands not
advertised
Base: Those who read a magazine with ads
18. Source: Home Truth
Display advertising boosts consumer budget
How much are you planning to spend on this <item>? (in £)
Without adverts With adverts
67%
Base: Those who read a magazine with ads
-5%
21. Looked at for
38% longer
Source: Home Truths
Advertising in contextually relevant environments achieves more attention
40 % more
share of
attention
23. Source: PAMCo (Homes and Technology Interest Titles)
Magazine brands provide a valuable audience
20%
Are planning to
spend £1,000 on
furniture/moving
house
That’s 10.5 million people
25. Source: Matter of Trust
Magazine environments are highly trusted
46%
26%
15%
22%
12%
44% 42%
Magazines Social Media Facebook Twitter Snapchat Instagram Youtube
Base sizes (interested in home décor and improvements): Home Interest & Food Magazine Readers 1,624
Social Media 635, Facebook 287, Twitter 63, Snapchat 51, Instagram 80, YouTube 154 )
26. Conclusions
• Magazines brands play a key role in the shortlisting process
• Magazines brands protect and even boost budgets. This applies
to both print and review websites
• These effects are intensified by printed display advertising.
There are opportunities for editorial and display to work in
combination
Editor's Notes
We recruited consumers in the midst of these purchases and surveyed them at different stages, capturing results before and after exposure to magazines and TV, as well as to review websites such as Expert and Trusted Reviews (which are owned by magazine publishers). The magazines tested spanned lifestyle and special interest titles ranging from Good Housekeeping, to Homes and Gardens and Stuff and included a range of home interiors and technology adverts. We worked with a specialist in social psychology and neuroscience, who deployed an eye tracking approach, alongside the survey, so we could capture unconscious behaviour with regards to advertising in magazines. The bulk of the findings we will share with you today are about print, we were keen to understand the enduring role of printed magazines in terms of influencing purchase behaviour. We have however looked at the role of review websites as these are increasingly being used by consumers who are looking for home technology. So for the technology purchase journey we have looked at these too. We are also keen to showcase the other opportunities magazine brands offer including digital, events and licensing so these will be discussed more broadly in the panel debate that follows.
First of all we are going to look at the impact on the shortlisting process, then we will highlight the impact magazine brand have on the price of home interiors and technology purchases. The final section looks at the role of advertising and editorial combined. Within each section we will take you through the print findings first and then the review websites for tech purchases.
So, first of all lets focus on the impact that we have on the shortlisting process and levels of consideration. What does exposure to magazines do to the process of shortlisting brands?
Up to 91% of homes interior buyers change the brands they have on their shortlist after reading a printed magazine and up to 88% of Technology buyers did the same. This change can be to add brands or take brands away.
It is however more likely that magazines will help to reduce the shortlist with up to 61% of homes interiors customer reducing the number of brands. Customers who reduce their shortlist typically start with 5 brands in mind and then this drops to 3 after reading a magazine. When it comes to home technology 55% reduce their shortlist after reading a magazine, they typically start with 4 brands and reduce this down to 2. This confirms the role that our expert and inspirational content plays as a way to help consumer navigate the ever-expanding array of options.
In this narrowing down process, achieving preferential status is important and we know that up to 64% of homes interiors buyers changed their preferred brand after reading a printed magazine and up to 66% of tech buyers did the same.
And now focusing on the technology purchase behaviour only and specifically the role of review websites. Here we can see that the combined impact of exposure to a magazine and a review website, either Trusted Review or Expert reviews is more powerful than magazine or review website exposure alone when it comes to certainty about the brand that you will ultimately buy. What these results show is that exposure to both has an impact on the confidence you have about your decision making.
All of this is brilliant up to date evidence for our role in terms of influencing the purchase journey specifically for home interiors and technology brands in terms of driving consideration.
But we were also really interested in the role we played with regards to price. Especially considering some of the challenges this market is facing and the tendency of some brands to potentially over rely on price promotions to stimulate demand. What role could magazines brands play here?
We found up to date evidence that the premium editorial environment that magazine brands offer helps influence consumer perceptions that a brand is worth paying more for.
For the first time, and for home interiors and home technology brands in particular, we have been able to show that magazine brands are playing a role to protect and even boost consumer budgets, and this applies to both printed magazine online magazine review sites
These are a selection of the home technology adverts that consumers were exposed to
And for Connected Home consumers the impact was the biggest with 61% increasingly their budget on average by 67%. These higher percentages are of course in part a reflection of the fact that Connected Home is a lower price point than the other categories.
And for Connected Homes products 67% increased their budget with an average 88% increase in intended spend
Interestingly, another benefit of the review site environment is the opportunity to cross sell, TV, Audio and Connected Home brands all experienced an increase in intention to purchase in a new category area outside the planned purchase the consumer had in mind before visiting the site. Connected Homes brands in particular experienced the biggest cross selling impact.
All of the results you have seen are for magazines with homes and tech advertising and editorial in them. This makes it hard to unpick the role of display advertising vs editorial. As part of the study design we gave some consumers a magazine with non-sector relevant adverts and some a magazine with sector relevant adverts, this enabled us to separate out the impact of printed display advertising for the first time. The next few slides demonstrate that impact.
If you are already a preferred brand, magazines still play a role. For kitchens and bathroom brands, consumers exposed to ads from their preferred brand are up to 84% more likely to remain with this preferred brand. For TV and audio technology, if you are already a preferred brand and the consumer is exposed to one of your ads, you are 23% more likely to remain a preferred brand compared to a non advertised brand
Most importantly, however is what this study reveals about the impact on price. When you look at consumers who were exposed to magazines with relevant homes interiors and technology adverts in them you see that it is the display advertising that more significantly increases their budgets. You have seen all the with advertising figures already, now next to them we have shown consumer who read magazines without any sector relevant adverts in. All of these categories demonstrated bigger increases in budget when exposed to magazines with adverts in them. With the stand out results being for Connected Homes, here you see if they didn’t see any Connected Homes adverts they actually decreased their budget, but for those that were exposed to Connect Homes adverts the increase was 67%.
The reality is that although we can separate out these effects, a lot of what is happening is the combined power of advertising and editorial and the eye tracking work we conducted helped us to better understand this.
In these examples, you can see that an ad placed next to relevant editorial content achieves a higher share of attention than a non-relevant ad, underlining the benefits offered by a contextually relevant environment. It is impressive that, in these examples, the advertising achieves a level of attention that is on a par with editorial. Magazine readers see adverting as part of the experience, and actively seek it out rather than reject it.
From the eye tracking work, we also uncovered some interesting double take behaviour that happens between advertising and editorial. We saw that when advertising was placed next to relevant editorial respondents were continually switching their gaze from left to right, swapping their attention between advertising and editorial. Adverts placed in these environments experience on average 8 times the number of double takes. Demonstrating the impact of advertising and editorial working together in perfect synergy.
Overall we found that advertising placed amongst relevant editorial context achieved significantly higher amounts of attention. Advertising in a relevant context achieved 40% more share of attention on the page with consumers looking at the advert for much longer.
When advertising is placed in a highly relevant context and surrounding by expert content in a subject area the consumer is passionate about, it infers a higher value on that commercial message. Instead of advertising being seen as interruptive it is appreciated and even sought out. The consumer sees the message as something that is uniquely targeted at them and hence worth paying attention to.
But what is it about magazine environments that enable them to deliver these types of effects for brands? We are able to draw on a wealth of evidence from this study and others to help explain this result.
From PAMCo the new audience measurement tool for publishers we know that magazine both in print and online provide access to a valuable audience for home interiors and technology clients. There are 8 million Homes Interest magazine consumers who are either moving home or planning on spending up to £1000 on their home.
From TGI we know that magazine readers are much more likely to be influencers in the homes and technology space with an over index of 156 as influencers when it comes to technology and 233 when it comes to home appliances.
From our Matter of Trust study, we also know that magazine in print and online are a trusted source of advice and information on homes and interiors. In fact, the most trusted despite the rise of social media platforms in this space, Instagram and Youtube play a strong role in this sector too and many of our publishers are performing strongly on these platforms as well.
So, before I hand over to our lovely panel lets wrap up with a few key conclusions. What are the Home Truths / key take out from our Home Interiors and Technology study?
1 Magazines brands whether they are lifestyle or special interest have a clear role to play in terms of shortlisting for homes interiors and technology brands, helping them to get on the consideration list, stay on there and become a preferred brand
2. Most significantly we have identified that magazines brands are playing a role to protect and even boost budget. Given some of the current challenges in the market and the temptation of resorting to price promotion, its good to know that magazines offer an environment where there is an opportunity to charge a premium or a least hold prices steady and protect your profit margins. Interestingly review website play a significant role here too,
3 Both of these effects are heighted further by using printed display advertising, underlining that you can’t rely on editorial mentions alone. There are opportunities for display and editorial to work well in combination increasing levels of attention given to brands. Partnership activity is the perfect example of advertising and display working in combination and although we didn’t research the impact of this in our Home Truths study we have lots of effectiveness evidence on this from our Spotlight awards, LG and Smart Energy were winners this year and we are lucky enough to have LG here today as a key speaker on our panel.
It’s the valuable audience and quality context that magazine brands offer that explain these results. The environment is highly relevant and advertising benefits from being surrounded by inspirational content and expert editorial. Which is the perfect opportunity to hand over to our panel of inspiring experts.
