Paid-for weekly newspapers in Scotland not only provide exceptionally high levels of coverage of adults, but their reader profile almost exactly matches the population characteristics of the areas surveyed in the research. [More >>] By virtue of their high levels of readership, and the "local" – and hence directly relevant – nature of their content, paid-for weekly newspapers are recognised as being the prime source of information when considering a wide range of purchasing decisions. [More >>] Respondents were asked a number of questions about the characteristics of various media groups: which they would use first for local news items and for advertising in general, and where they would find the most useful and the most trusted advertising. The results highlighted the strengths of Scottish paid-for weekly newspapers. [More >>] Home contents insurance and car insurance were the most important financial transactions taken out in the previous 12 months, each involving around one third of all adults. Taking out loans and opening savings accounts each drew 7% of the population, other financial plans such as mortgages and pensions even less. Overall, 45% had not taken out any of the transactions listed. [More >>] Whilst the average distance travelled is a little under 10 miles for electrical goods, and just over 13 miles for furniture and carpets, large numbers of people are clearly travelling considerably further to shop – in many cases, no doubt, in response to an advertisement they have seen. [More >>]