Young People Resistant to Online Advertising
March 22nd, 2007 by pamela
While young people make the most use of the internet, they are also less susceptible to online advertising in comparison to older users, according to a new European wide study from NetObserver Europe.
The study looked at user behaviour and perceptions of more than 210,000 users in France, Germany, Spain, Italy and the UK, and focussed on the differences between young users (15 – 24) and older users (25 and over).
The study, detailed at Netimperative, found that young people were less appreciative of online ads than the older survey group, with fewer agreeing that advertising helped them come to a purchasing decision.
A greater number o f young people also disagreed that advertising helped them find product and services they searched for in comparison to the older group.
While the majority of youngsters said that they found advertising to be creative and innovative, have online ads become so ubiquitous that young web users have become almost ad blind?
What is clear from this study is that advertisers will have to find other ways to attract the type of product audience that they need and want. Thank goodness for MySpace et al huh?
Posted in Stats & Research |
