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„The Voice of The Internet User” research : 37% of internet users are influenced by online advertising without clicking on the ads/Internet amplifies buying intentions in the media mix
24 August 2010
Bucharest, 24th august 2010 - IAB Romania and eResearch Corp have released this week the results of the research „The Voice of the Internet User”, carried on during June-July 2010, that reveals the impact of online advertising and the attitude of the internet user towards it.
Key Findings:
- Internet users are influenced by the online advertising in other ways than just clicking on an ad: after seeing an online ad, they either search for more information in order to buy (37% compared to 40% that answered that they clicked on the best ads they remember as a response), or they spread the word online/offline on the particular product or service (29,9%)
- 15% of the respondents declared that they have bought products after seeing an online ad. However, 28,7% of those searching for more information buy the product, and 30% say that they buy after clicking an online banner.
- 72% of the respondents use the internet to complete information (on brands, products or services) obtained from other media. These users have a stronger intention of buying the product (37,6% answered that they have bought products after searching the internet, previously being informed from other media) than the internet average.
- The result of buying a new product after obtaining more information from the internet, previously being informed from other media, is very high for the people that search for opinions on blogs (45,4%) and social media networks or forums (44,2%).
- When being asked whether they clicked the ad that they remembered the most, 31% answered „Yes, in order to follow the link”, while a close percent – 26%- answered „Yes, in order to close the ad”.The ads considered „intrusive” also gained the lowest score at everyone of the analised advertising effects.
The „ Voice of The Internet User (VIU)” research study proves that online advertising has effects that go beyond the user’s direct action (the click), that this behaviour amplifies the buying intention, and that the internet overall amplifes the buying intention of the ones that use it to complete the information received from other media.
"The percentage of internet users that are taking other actions without clicking is, according to VIU research, almost equal with the percentage of people clicking the banner – which shows that theese efects cannot and should not be ignored” said Ionut Oprea, Executive Director of IAB Romania.
“The Internet is by far the communication channel the most connected to the buying decision and information search in order to buy products and services. The way companies make information available on the Internet about their products generate different reactions. This research shows that excessive and intrusive actions are the less efficient methods but the most annoying for the consumers” states Sorel Radu, Managing Partner eResearch Corp.
IAB Romania and eResearch carried on the research on 52 websites owned by members of IAB Romania that agreed to participate, generating a sample of 10.647 persons.
The research will be available for download on IAB Romania’s website www.iab-romania.ro for all members and on www.eresearch.ro for the companies that are not members of IAB Romania.
About IAB Romania
IAB Romania is the romanian online advertising trade association (www.iab-romania.ro). It was created in 2006 and holds together the most important romanian companies form the field of internet advertising: media houses, agencies, related service suppliers and publishers.
Its goal is to develop, to protect and promote the professional interests of the online advertising market in Romania, to set standards and devlope the environment for self regulation of the online industry in Romania.
IAB Romania is a member of IAB Europe as a founding member since 2008.
For more information regarding the activity of the Association in Romania of for more research projects please contact us:
Ioana Anescu,
+40722.511.602
Executive Officer IAB Romania
ioana.anescu at iab-romania.ro
Ionut Oprea,
+40721.614.964
Executive Director IAB Romania
ionut.oprea at iab-romania.ro
About eResearch Corp:
eResearch Corp is an online research company specialised in quantitative and qualitative research on the Internet users, that implement in Romania research and data analysis methodologies that are unique on the local market through the value they give for the voice of the consumers.
The company is a member and complying with the international standards of ESOMAR and also a member of IAB Romania, complying with the worldwide trends of being oriented to online research.
For more information on eResearch Corp, please contact:
Sorel Radu,
0744525605
sorel at eresearch.ro
Addendum : Structure of VIU research - The Voice of the Internet User
The Voice of the Internet User research shows in over 100 pages the following aspects of online advertising and consumer behaviour as a consequence of online ad exposure:
• how well are the online ads remembered, overall and in specific formats & characteristics; the influence of the specific format/characteristic on the impact of the ad
• consumers behaviour beyond click, comparisons by format and characteristics
• an actional efficiency index on the most used online advertising formats
• the importance of the Internet in the buying decision, the way the internet amplifies buying intention, the connection between buying intention and other behaviours generated by online advertising
• intrusiveness of online advertising: problems and solutions
• how can the internet can improve the media mix
• demografic info on the respondents
• a detailed profile of the respondents and the way in which various prototypes of users respond to different efects of online advertising
IAB Romania and eResearch carried on the research on 52 websites members of IAB Romania, that agreed to participate, generating a sample of 10.647 persons.
The research will be available for download on IAB Romania’s website www.iab-romania.ro for all members, free of charge, and on www.eresearch.ro for the companies that are not members of IAB Romania.
For more details please contact IAB Romania and/or eResearch Corp.
Bucharest, 24th august 2010 - IAB Romania and eResearch Corp have released this week the results of the research „The Voice of the Internet User”, carried on during June-July 2010, that reveals the impact of online advertising and the attitude of the internet user towards it.
Key Findings:
- Internet users are influenced by the online advertising in other ways than just clicking on an ad: after seeing an online ad, they either search for more information in order to buy (37% compared to 40% that answered that they clicked on the best ads they remember as a response), or they spread the word online/offline on the particular product or service (29,9%)
- 15% of the respondents declared that they have bought products after seeing an online ad. However, 28,7% of those searching for more information buy the product, and 30% say that they buy after clicking an online banner.
- 72% of the respondents use the internet to complete information (on brands, products or services) obtained from other media. These users have a stronger intention of buying the product (37,6% answered that they have bought products after searching the internet, previously being informed from other media) than the internet average.
- The result of buying a new product after obtaining more information from the internet, previously being informed from other media, is very high for the people that search for opinions on blogs (45,4%) and social media networks or forums (44,2%).
- When being asked whether they clicked the ad that they remembered the most, 31% answered „Yes, in order to follow the link”, while a close percent – 26%- answered „Yes, in order to close the ad”.The ads considered „intrusive” also gained the lowest score at everyone of the analised advertising effects.
The „ Voice of The Internet User (VIU)” research study proves that online advertising has effects that go beyond the user’s direct action (the click), that this behaviour amplifies the buying intention, and that the internet overall amplifes the buying intention of the ones that use it to complete the information received from other media.
"The percentage of internet users that are taking other actions without clicking is, according to VIU research, almost equal with the percentage of people clicking the banner – which shows that theese efects cannot and should not be ignored” said Ionut Oprea, Executive Director of IAB Romania.
“The Internet is by far the communication channel the most connected to the buying decision and information search in order to buy products and services. The way companies make information available on the Internet about their products generate different reactions. This research shows that excessive and intrusive actions are the less efficient methods but the most annoying for the consumers” states Sorel Radu, Managing Partner eResearch Corp.
IAB Romania and eResearch carried on the research on 52 websites owned by members of IAB Romania that agreed to participate, generating a sample of 10.647 persons.
The research will be available for download on IAB Romania’s website www.iab-romania.ro for all members and on www.eresearch.ro for the companies that are not members of IAB Romania.
About IAB Romania
IAB Romania is the romanian online advertising trade association (www.iab-romania.ro). It was created in 2006 and holds together the most important romanian companies form the field of internet advertising: media houses, agencies, related service suppliers and publishers.
Its goal is to develop, to protect and promote the professional interests of the online advertising market in Romania, to set standards and devlope the environment for self regulation of the online industry in Romania.
IAB Romania is a member of IAB Europe as a founding member since 2008.
For more information regarding the activity of the Association in Romania of for more research projects please contact us:
Ioana Anescu,
+40722.511.602
Executive Officer IAB Romania
ioana.anescu at iab-romania.ro
Ionut Oprea,
+40721.614.964
Executive Director IAB Romania
ionut.oprea at iab-romania.ro
About eResearch Corp:
eResearch Corp is an online research company specialised in quantitative and qualitative research on the Internet users, that implement in Romania research and data analysis methodologies that are unique on the local market through the value they give for the voice of the consumers.
The company is a member and complying with the international standards of ESOMAR and also a member of IAB Romania, complying with the worldwide trends of being oriented to online research.
For more information on eResearch Corp, please contact:
Sorel Radu,
0744525605
sorel at eresearch.ro
Addendum : Structure of VIU research - The Voice of the Internet User
The Voice of the Internet User research shows in over 100 pages the following aspects of online advertising and consumer behaviour as a consequence of online ad exposure:
• how well are the online ads remembered, overall and in specific formats & characteristics; the influence of the specific format/characteristic on the impact of the ad
• consumers behaviour beyond click, comparisons by format and characteristics
• an actional efficiency index on the most used online advertising formats
• the importance of the Internet in the buying decision, the way the internet amplifies buying intention, the connection between buying intention and other behaviours generated by online advertising
• intrusiveness of online advertising: problems and solutions
• how can the internet can improve the media mix
• demografic info on the respondents
• a detailed profile of the respondents and the way in which various prototypes of users respond to different efects of online advertising
IAB Romania and eResearch carried on the research on 52 websites members of IAB Romania, that agreed to participate, generating a sample of 10.647 persons.
The research will be available for download on IAB Romania’s website www.iab-romania.ro for all members, free of charge, and on www.eresearch.ro for the companies that are not members of IAB Romania.
For more details please contact IAB Romania and/or eResearch Corp.
Studii de caz
Aflati cum au fost gandite cele mai bune campanii interactive din .ro. IAB Romania ofera acum studii de caz de la cele mai bune agentii digitale romanesti.
Aflati cum au fost gandite cele mai bune campanii interactive din .ro. IAB Romania ofera acum studii de caz de la cele mai bune agentii digitale romanesti.
Deveniti membru IAB
Daca doriti sa va implicati activ in dezvoltarea industriei de comunicare pe internet din Romania, sau daca doriti sa adoptati standardele oficiale ale Asociatiei, va invitam sa deveniti membri.
Daca doriti sa va implicati activ in dezvoltarea industriei de comunicare pe internet din Romania, sau daca doriti sa adoptati standardele oficiale ale Asociatiei, va invitam sa deveniti membri.
IAB Romania sustine
numele de domeniu .eu
numele de domeniu .eu
IAB Romania sustine folosirea numelui de domeniu .eu pentru companiile care au nevoie de o prezenta online europeana.