What Consumers REALLY Think of Your Digital Advertising
You have your opinions, but what does the audience of Web consumers really think of your advertising methods?
ChoiceStream released results of its 2013 Survey of Consumer Opinions on Audience Targeting and Online Advertising which took a deep look at the "how and why" of consumer behavior when it comes to digital advertising and purchasing.
Perhaps the most interesting finding from the report is that of those who reported responding to online ads, 56 percent did not click, but instead searched or browsed to respond. And what's more, 22 percent of the "non-click" responders searched or browsed within one hour of seeing the ad. Based on that data alone, there's a significant need for new metrics to measure the effectiveness of online ads.
The ChoiceStream survey also revealed some other interesting findings, including:
- 87 percent or respondents prefer to shop on their computer as compare to 8 percent on their smartphone (among all shoppers however, 56 percent had made a purchase on their smartphone at least once).
- 66 percent of consumers research online before ever setting foot in a store.
- 86 percent of feel that native ads (paid content designed to look like editorial content) "are trying to trick me and I don't appreciate it."