The Dieringer Research Group's 2003 American Interactive Consumer Survey shows that online ad sales are benefiting from a stronger economy and an increasingly positive consumer perception.
Consumers don't just turn to online advertisements for shopping and online purchases. They are also becoming valuable sources of information. A company's online presence affects brand opinions as customers search the Web to locate products and compare prices.
Research collected over the last nine years through a telephone survey of American adults has revealed that while ad clicking has increased, it is still below pre-recession levels. By mid-year 2003, only 52% of adults clicked on ads, compared to 54% in 1999.
However, the extent to which online ads change brand perception, drive traffic to a Website or lead to online purchases has increased dramatically.
Overall, the online audience averages 5.1 years of online experience with about 60 million adults using the Internet for more than five years and 54 million users online for less than five years. Those with longer online experience are more likely to say that online ads have changed their brand perception, or that they turn to online ads as a source of information.
Online experience increases the chances of purchasing directly online as a result of viewing an ad, but that does not necessarily apply to purchases made offline.
This information has several implications for marketers:
- Critical Mass: A solid majority of online consumers have experience in using online ads for product information, which may apply to purchases made both online and offline.
- Weigh the indirect value of online ads: Online ads have the potential to shape brand opinions in addition to direct selling. Marketers need to factor in the indirect benefits of online advertising.
- High direct sale potential: Online adult consumers are more likely to make purchase decisions based on online advertisements than direct mail flyers or telemarketing calls.
