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.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.