Data from TVB’s “Media Comparisons 2012″ indicates that a plurality of respondents across all age groups believe that TV influences their purchase decisions the most. Interestingly, 18-34-year-olds are the most likely to report this (40.8%), with TV’s influence declining with age, to 36.5% of 35-64-year-olds and 32.7% of those aged 65 and older. The ExactTarget survey results (see link above) paint a similar picture, with TV ads losing their influence among the older groups.
By contrast, the influence of newspapers rises with age: while just 3.2% of 18-34-year-olds responding to the TVB survey say that newspapers hold the greatest sway over their purchase decisions, that proportion rises to 12.3% among 35-64-year-olds, and 18.5% among those 65 and older. Somewhat predictably, the influence of ads served online is far more prevalent among 18-34-year-olds than the oldest group (7.4% vs. 2.9%). Read the rest at MarketingCharts.