Abstract
About this report
Mintel' s research shows that internet users pay nearly twice as much attention to ads via search engines such as Google compared to social networks. Given that sites such as Facebook remain popular places to spend extended periods of time, this is perhaps down to the fact that attentions are diverted by the range of things do on social networks, such as connecting with friends and games.
Technology ownership affects the way internet users interact with ads: the more gadgets owned increases the propensity to pay attention to online advertising and encourages more positive attitudes to online advertising in general. This is partly down to improved technological literacy and sophistication, and bodes well for the sector as ownership continues to increase across the mass market.
Online advertising revenues in 2008 were £3.5bn, up from £166m in 2001. This underlines the increased importance of the channel to brands, although greater advertising clutter online is not without its consequences. Internet users have to deal with more marketing messages than ever, reflected in Mintel' s research with shows 76% of respondents actively try and avoid online ads.
However, the research also shows that internet users are open to the benefits of online advertising when they see it has practical benefits. 67% of respondents see it as a necessary evil, reflecting the fact that advertising can be as much a pest (e.g. spam email) as it is a way of providing for compelling, entertaining services such as video sharing site YouTube or social network Facebook.
Mintel' s research shows that women in particular are more motivated to explore and engage with ads when they are offered a practical reason to do so, either for exclusive information, offers or competitions. A good example of this in action is Dove' s ' Campaign for Real Beauty' - its main website provides expert guidance and support on women' s issues alongside product information.
By age, Mintel' s research shows that younger internet users respond the most to advertising based around entertainment or humour. By comparison older internet users look for product information above all else. This is a reflection of the fact that younger people generally spend more time socialising online, and therefore have greater amounts of time to kill.
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