Print Ads Garner Greater Attention than Online Ads
Multichannel
March 23, 2011 -- Deloitte's fifth edition "State of the Media Democracy" survey asked US consumers a variety of questions regarding their attitudes towards advertising delivered via different mediums.
A key finding: Consumers say they pay greater attention to print advertising than they do online ads.
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Advertising attitudes: Percent of Consumers Strongly/Somewhat Agreeing |
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|
|
All |
Millennials |
GenXers |
Boomers |
Matures |
Males |
Females |
|
I tend to pay greater attention to print advertising in magazines than any type of advertising on the Internet |
60% |
64 |
58 |
58 |
59 |
56 |
63 |
|
I tend to pay greater attention to print advertising in newspapers than any type of advertising on the Internet |
54 |
49 |
53 |
55 |
67 |
54 |
54 |
|
I would pay an annual subscription fee for my favorite TV shows to watch them without advertisements |
28 |
37 |
29 |
23 |
21 |
30 |
26 |
|
I would rather pay for online content (news, information, sports, games, social interaction sites, movies, music, and television) in exchange for not being exposed to advertisements |
26 |
32 |
26 |
22 |
24 |
29 |
24 |
|
I would be willing to provide more personal information online if that meant I could receive advertising more targeted to my needs and interests |
24 |
32 |
28 |
17 |
18 |
27 |
22 |
|
I am comfortable with having my web browsing activity tracked so that I could receive advertising more targeted to my needs and interests |
21 |
24 |
24 |
16 |
16 |
24 |
18 |
|
Source: Deloitte Research, March 2011 |
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About: Deloitte’s fifth edition State of the Media Democracy survey was conducted by Harrison Group, an independent research company, between September 10 and October 8, 2010. The online survey polled nearly 2,000 consumers between the ages of 14 and 75 years old in the United States. The survey results have a margin of error of plus or minus two percentage points.
