PDF Consumer Attitudes to Digital Advertising

[Pages:19]Consumer attitudes towards Digital advertising

Consumer attitudes towards digital advertising

asked consumers about their opinions and attitudes towards the internet and online advertising

Quantitative method:

Sample:

Dates:

Online survey & co-creation session with 5 people in Watford

1,013 UK adults, aged 18+

Nov 2018

Three key questions asked:

1.

2.

What is the current sentiment towards online advertising?

Are people aware of the value exchange?

3.

How much do people value the internet?

1. What is the current sentiment towards online

advertising?

Consumers don't all resent online ads. Half find them useful and a quarter prefer them to TV/Radio ads

50%

Agree with the statement: `Online advertising can be useful to me'

44%

Agree with the statement: `Online advertising had got better as time has gone on'

25%

Agree with the statement: `I enjoy online advertising more than those on TV and Radio''

Base=1,013 Q 26. How much do you agree with the following statements?

Online ads themselves are a relatively small UX concern ? load times and being redirected are more annoying to people

Which of the following is the most annoying to you when you're online?

35% 18-24 27%

22% 18-24 18%

18% 45-64 14%

15% 45-64 13%

16% 35-44 12%

13% 18-24 8%

7% 25-34 4%

Slow load times Being redirected

Cookie/GDPR boxes

Misleading info. Being asked for Bad layout / design Advertising info.

Base=1,013 Q 27. Which of the following things is the most annoying to you when you're online?

2. Are people aware of the value exchange?

People are fairly oblivious to the value exchange: 3 in 5 had never thought about how online services are paid for, and 1 in 3 aren't interested in finding out

59% Had never thought about how the services/apps/websites they use online are paid for

How interested are you in how the services/apps/websites you use online are paid for?

Not interested at all

Not interested

A little interested

15%

19%

38%

Interested

18%

Very Interested

10%

33% not interested

28% interested

Base=1,013 Q 18. Before today, have you ever thought about how the services, apps and websites you use online are paid for?

Q 19. How interested are you in how the services, apps and websites you use online are paid for?

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