Something about Internet coach potatoes
Written by Lawrence Johnson | March 16, 2008
A cross-media study by Simmons, a unit of Experian Research Services (reported by Online Media Daily), found consumers are 47% more engaged in ads that run with television programs that they view online than those watched on a TV set, according to new research findings, and 25% more engaged in the content of TV shows that they watch online than on a TV.
The study also revealed that:
- TV aside, the study found that people are 18% more engaged in ads online, as opposed to print versions, of magazines–and that they are also 15% more engaged in magazine articles online than in print.
- In demographic terms, women and younger consumers were shown to have higher levels of engagement online than men and older users. However, the differences were not huge. For instance, based on a 100- to 500-point scoring system, women on average were only slightly more receptive to online ads than men on average, at 236 to 228, respectively.
- Also, those between the ages of 35 and 54 rated the Internet as being almost as trustworthy a source of information as did 18- to-34-year-olds (307 for the older demographic, 316 for the younger one).
This trend will certainly be increasing as we perfect integrated marketing and rich content in online settings. We are grateful for these insights but it underscores that consumers will use all the tools, equipment and widgets you proffer to interact with, and that television is at a disadvantage: it is difficult to interact with a remote control in your hand. Smart online merchandising strategies and widgets will provide efficient conversion paths.
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