A Deloitte study finds that traditional media advertising remains a more effective driver of online traffic than the social networking equivalent. Some 12,000 people in Canada, France, Germany, Japan, the U.K and the U.S. were asked how often they visited Web sites after being exposed to various types of media. Across the board, social media registered scores below those of newspaper ads, radio spots and offers distributed by e-mail. Specific findings include:
• Just 3% of respondents in the U.K. and 9% in the U.S. said that social media ads drove them to other Web sites.
• Search engines returned the best ratings, as 36% of contributors agreed properties like Google and Bing regularly led them to visit other Web sites.
• Television ads followed with 20%, beating e-mail alerts and deals with 16%, and print advertising’s 13%. PRN