Online search is the most effective means of advertising - according to a new report from Deloitte.It found that 84% of internet users visit a website after finding it through a search engine in its State of Media Democracy Survey.

The report also found that word of mouth advertising is almost as important and that 82% of surfers will visit a website on the recommendation of a friend. Some analysts may see these findings as another nail in the coffin for print media, but the report is quick to point out that there is still plenty of scope for newspapers and magazines.

The study found that of same people who said they use search engines to find websites on the internet, 72% still read magazines and 23% expect to spend more time reading books this year. It also threw up different attitudes to advertising. Of those people surveyed, 76% said they thought internet ads were intrusive. Yet 64% said they paid more attention to adverts if they saw them in print. The authors of the report suggest the findings provide an opportunity to develop a better cooperation between offline and online advertising campaigns.