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Advertising and Marketing in New Media - UK - October 2009

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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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Ad-supported lunchtime meditation
              • Targeting ads depending on the day and need state
                • The greening of online advertising
                  • Putting internet users into ads
                  • Market in Brief

                    • A market made possible by broadband
                      • Getting internet users to click
                        • A £3.5 billion industry in 2008
                          • Focusing on engagement
                            • A necessary evil
                            • Internal Market Environment

                              • Key points
                                • Broadband penetration reaches nearly 70%
                                  • Figure 1: Have broadband internet connection at home, 2004-09
                                • Faster speeds widen the possibilities
                                  • Figure 2: Broadband penetration and connection speeds, 2007 and 2008
                                • Living online
                                  • Figure 3: Trends in the frequency of using the internet every day/most days, 2005-09
                                • Focusing on engagement, not clicks
                                  • Growth of online as a sales channel
                                    • Figure 4: Selected websites purchased from in the last three months, July 2003-July 2009
                                  • Mobile web still niche
                                    • Figure 5: Any usage of the mobile web in the last three months, by gender, age and socio-economic group, July 2009
                                    • Figure 6: Sites visited in the last three months using a mobile phone and fixed line broadband connection, July 2009
                                  • An ageing population
                                    • Figure 7: Trends in the age structure of the UK population, by gender, 2004-14
                                • Broader Market Environment

                                  • Key points
                                    • Incorporating internet metrics
                                      • A total of 62 billion minutes spent online
                                        • Figure 8: Overall UK internet usage, August 2009
                                      • Young people surf for longer
                                        • Figure 9: Overall UK internet usage, by age, August 2009
                                      • Online males are more active web users
                                        • Figure 10: Overall UK internet usage, by gender, August 2009
                                      • Reach and time spent
                                        • Figure 11: Top 20 most visited UK online properties, August 2009
                                        • Figure 12: Top 20 UK sites ranked by total minutes spent, August 2009
                                    • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Competitive Context

                                            • Key points
                                              • Other forms of advertising spend
                                                • Figure 13: UK advertising segmentation, by value, 2008
                                              • Fears about privacy
                                                • Increased threat of ‘malvertising’
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Connecting with brands via social networks
                                                      • Marketing Batman online – why so serious?
                                                        • Dexia Bank provides a concert in a banner
                                                          • Stella Artois uses online to launch 4%
                                                            • Axe and 100 Girls
                                                            • Market Size and Segmentation

                                                              • Key points
                                                                • Growth of online advertising during the recession
                                                                  • Figure 14: Total online advertising revenues, Q1 2001-Q2 2009
                                                                • Importance of paid-for search
                                                                  • Figure 15: Display, classifieds and paid for search advertising revenues, H1 2006-H1 2009
                                                              • Where Do We See Online Ads?

                                                                • Key points
                                                                  • Dependent on popular web activities
                                                                    • Figure 16: Where online ads are seen, August 2009
                                                                  • Women more likely to see ads in a social network
                                                                    • Figure 17: Where online ads have been seen, by gender, August 2009
                                                                  • 16-24-year-olds most likely to see ads while gaming
                                                                    • Figure 18: Where online adverts have been seen, by age, August 2009
                                                                  • More time spent online does not boost ad views
                                                                    • Figure 19: Where online ads have been seen, by time spent online, August 2009
                                                                • Where do Consumers Pay Most Attention?

                                                                  • Key points
                                                                    • Attention focussed around search
                                                                        • Figure 20: Types of sites in which online ads are most likely to be paid attention to, August 2009
                                                                      • How can social networks compete?
                                                                        • Download, social networking and TV catch up have youth appeal
                                                                          • Figure 21: Types of sites in which online ads are most likely to be paid attention to, by gender, August 2009
                                                                        • Male attention focused on shopping and price comparison
                                                                          • Figure 22: Types of sites in which online ads are most likely to be paid attention to, by gender, August 2009
                                                                        • Quality of traffic is important
                                                                          • Where ads seen versus most likely to pay attention
                                                                            • Figure 23: Most popular where online ads have been seen versus types of sites in which online ads are most likely to be paid attention to, August 2009
                                                                            • Figure 24: Next most popular where online ads have been seen versus types of sites in which online ads are most likely to be paid attention to, August 2009
                                                                        • Motivations for Clicking Through

                                                                          • Key points
                                                                            • Traditional rules of advertising apply
                                                                              • Figure 25: Factors prompting internet users to explore online adverts, August 2009
                                                                            • Recession drives interest in vouchers
                                                                              • Young want entertainment, old desire simplicity and information
                                                                                • Figure 26: Factors prompting internet users to explore online adverts, by age, August 2009
                                                                              • Women look to satisfy practical needs, men want entertainment
                                                                                • Figure 27: Factors prompting internet users to explore online adverts, by gender, August 2009
                                                                              • Paid attention to online ads versus motivations for clicking through
                                                                                • Figure 28: Most popular sites more likely to pay attention to advert online, by factors prompting internet users to explore online adverts, August 2009
                                                                                • Figure 29: Next most popular sites more likely to pay attention to advert online, by factors prompting internet users to explore online adverts, August 2009
                                                                            • Attitudes Towards Online Advertising

                                                                              • Key points
                                                                                • Too much online clutter
                                                                                  • Figure 30: Attitudes towards online advertising, August 2009
                                                                                • Old versus new media
                                                                                  • Females more negative to online adverts
                                                                                    • Figure 31: Attitudes towards online advertising, by gender, August 2009
                                                                                  • Ad avoidance across all age groups
                                                                                    • Figure 32: Attitudes towards online advertising, by gender, August 2009
                                                                                  • Young look for recommendations
                                                                                    • Attitudes versus reasons for exploring ads
                                                                                      • Figure 33: Most popular attitudes towards online advertising, by factors prompting internet users to explore online adverts, August 2009
                                                                                      • Figure 34: Next most popular attitudes towards online advertising, by factors prompting internet users to explore online adverts, August 2009
                                                                                  • Online Advertising Versus Technology Ownership

                                                                                    • Key points
                                                                                      • More enabled by technology than ever
                                                                                        • Figure 35: Access to new technology in the home, August 2009
                                                                                      • Amount of technology owned versus attention to ads
                                                                                        • Figure 36: Types of sites in which online ads are most likely to be paid attention, by repertoire of new technology accessible in the home, August 2009
                                                                                      • Technology ownership versus attitudes to online advertising
                                                                                        • Figure 37: Most popular new technology accessible in the home, by statements on online advertising, August 2009
                                                                                        • Figure 38: Next most popular new technology accessible in the home, by statements on online advertising, August 2009
                                                                                      • Internet everywhere
                                                                                      • Appendix – Broader Market Environment

                                                                                          • Figure 39: Media Metrix Core Measures Definitions User Guide
                                                                                      • Appendix – Market Size and Segmentation

                                                                                          • Figure 40: Total online advertising revenues, Q1 2001-Q2 2009
                                                                                      • Appendix – Where Do We See Online Ads?

                                                                                          • Figure 41: Most popular places online ads are seen, by demographics, August 2009
                                                                                          • Figure 42: Next most popular places online ads are seen, by demographics, August 2009
                                                                                      • Appendix – Where do Consumers Pay Most Attention?

                                                                                          • Figure 43: Most popular types of sites in which online ads are most likely to be noticed, by demographics, August 2009
                                                                                          • Figure 44: Next most popular types of sites in which online ads are most likely to be noticed, by demographics, August 2009
                                                                                          • Figure 45: Selected Attitudes towards shopping from home, by demographics, January 2009
                                                                                      • Appendix – Motivations for Clicking Through

                                                                                          • Figure 46: Most popular factors prompting internet users to explore online adverts, by demographics, August 2009
                                                                                          • Figure 47: Next most popular factors prompting internet users to explore online adverts, by demographics, August 2009
                                                                                      • Appendix – Attitudes Towards Online Advertising

                                                                                          • Figure 48: Most popular attitudes towards online advertising, by demographics, August 2009
                                                                                          • Figure 49: Next most popular attitudes towards online advertising, by demographics, August 2009
                                                                                      • Appendix – Online Advertising Versus Technology Ownership

                                                                                          • Figure 50: Most popular technology accessible in the home, by demographics, August 2009
                                                                                          • Figure 51: Next most popular technology accessible in the home, by demographics, August 2009
                                                                                          • Figure 52: Other technology accessible in the home, by demographics, August 2009
                                                                                          • Figure 53: Least most popular things have at home, by demographics, August 2009
                                                                                          • Figure 54: Repertoire of things have at home, by demographics, August 2009

                                                                                      Companies Covered

                                                                                      • Adobe Systems Incorporated
                                                                                      • Amazon.co.uk
                                                                                      • America Online UK (AOL UK)
                                                                                      • Apple Computer UK Ltd
                                                                                      • Argos
                                                                                      • Asda Group Ltd
                                                                                      • ASOS
                                                                                      • Bang & Olufsen
                                                                                      • Bebo Inc
                                                                                      • Betfair
                                                                                      • Bloomberg L.P.
                                                                                      • British Broadcasting Corporation (BBC)
                                                                                      • British Market Research Bureau (BMRB)
                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                      • BUPA
                                                                                      • Burberry Group Plc
                                                                                      • CBS Corporation
                                                                                      • Co-operative Group
                                                                                      • Emap plc
                                                                                      • Facebook, Inc.
                                                                                      • Fox Interactive Media
                                                                                      • Freeview
                                                                                      • Google UK
                                                                                      • Google, Inc.
                                                                                      • Government Actuary's Department (GAD)
                                                                                      • Heineken N.V.
                                                                                      • Home Retail Group
                                                                                      • InBev
                                                                                      • Interactive Advertising Bureau (UK)
                                                                                      • International Stress Management Association UK
                                                                                      • John Lewis Partnership
                                                                                      • Kelkoo S.A.
                                                                                      • Linden Lab
                                                                                      • Lloyds Banking Group
                                                                                      • Loot
                                                                                      • Market & Opinion Research International (MORI)
                                                                                      • Microsoft Ltd (UK)
                                                                                      • mmO2 plc
                                                                                      • MSN UK
                                                                                      • Netflix, Inc.
                                                                                      • News International PLC
                                                                                      • Nintendo UK Entertainment Ltd
                                                                                      • Nokia Corporation (UK)
                                                                                      • Ocado
                                                                                      • Ofcom
                                                                                      • Orange plc (UK)
                                                                                      • Panasonic
                                                                                      • Paramount Pictures Corporation
                                                                                      • PayPal Inc.
                                                                                      • PC World (DSG UK Computing)
                                                                                      • PriceRunner UK
                                                                                      • Procter & Gamble UK & Ireland
                                                                                      • Research in Motion Uk Ltd.
                                                                                      • Rightmove Plc
                                                                                      • Royal Bank of Scotland Group plc
                                                                                      • Sony (UK) Ltd
                                                                                      • T-Mobile (UK) Ltd
                                                                                      • TalkTalk Telecom Ltd.
                                                                                      • The New York Times Company
                                                                                      • TomTom International B.V.
                                                                                      • Trader Media Group Ltd.
                                                                                      • Turner Broadcasting System, Inc.
                                                                                      • Twitter, Inc.
                                                                                      • Universal Music Group
                                                                                      • Viacom Inc.
                                                                                      • Virgin Media Ltd
                                                                                      • Virgin Mobile
                                                                                      • Visa Europe
                                                                                      • Vodafone Group Plc (UK)
                                                                                      • Whyte & Mackay Ltd
                                                                                      • William Hill
                                                                                      • Yahoo! UK & Ireland
                                                                                      • YouTube, Inc.

                                                                                      Advertising and Marketing in New Media - UK - October 2009

                                                                                      £1,695.00 (Excl.Tax)