Online video game ads and blogs are gaining influence with consumers, particularly among younger users, ages 18 to 34 years old, according to a study conducted by the National Retail Federation and BIGResearch, AdAge reported.

Although the numbers for all adults are relatively small – for example, online video-game ads influence 7 percent of electronics purchases, text messages influence 3 percent of clothing purchases – they boost to significant levels among those between 18 and 34.

Online video game ads influenced 14 percent of electronics purchases among that group, and blogs influenced 11 percent, which beat outdoor billboards and satellite radio. In addition, text messaging influenced 9 percent of electronics purchases, and 6 percent of clothing purchases, the study found, according to AdAge.

"As new technology places itself on the market, (it) is diverting attention from the typical newspaper and magazine advertisements," stated Pamela Goodfellow, senior analyst at BIG Research, according to AdAge. "It's up to retailers to be nimble in knowing what the latest and greatest is to reach their customers.”

Moreover, the study found product placement particularly effective among this young demographic. Eighteen percent of them said it influenced their electronics purchase, while 16 percent said it did so for a clothing purchase.

Mass-marketing vehicles, retail ad inserts, including traditional circulars and multi-advertiser coupon packages, works best in both electronics and clothing purchases – 29 percent and 33 percent of consumers said they influenced their purchase, respectively.

Broadcast TV influenced 26 percent of electronics purchases and 21 percent in the clothing category, while magazines are more influential in the clothing category, at 27 percent, but only 23 percent of electronics purchases. Newspapers impacted 23 percent of both electronics and apparel purchases, according to AdAge.