17 OCAK 2002

Yeni araştırmaya göre, kullanıcılar , internet reklamlarını faydalı buluyor.

A new Study from the Online Publishers Association examines media consumption, behaviours and attitudes of consumers with workplace Internet access. Findings indicate that daytime is 'prime time' on the Internet and online ads are the preferred way to receive marketing messages...
The study investigated the overall media usage of ‘at-work’ users during a typical 24-hour day. Interviews conducted Tuesday till Saturday asking about yesterday's media consumption revealed that this group now spends more time on the Internet on a typical Monday-Friday than it spends watching television. (Use of the Internet for e-mail was specifically excluded in the questionnaire.) Thirty-four percent of total media minutes are spent on the Internet, while 30% are spent watching television and 26% are spent listening to the radio. Even among non-work users, the amount of time spent on the Internet during the workweek is second only to TV.

The study also confirmed that daytime is prime time for the Internet. While Internet usage is notably strong throughout the day in comparison to other media, the Internet completely dominates daytime media use in the same way that television dominates evenings. (Usage was consistently defined for all media.)

"Busy working people now spend more time on the Internet than they spend either watching television, listening to the radio, or reading newspapers or magazines," said Michael Zimbalist, acting executive director of the Online Publishers Association. "It is clear that the Internet is an extremely positive force in these users' lives. Its value extends from productivity enhancement to information retrieval on high-quality media sites, making these sites a particularly compelling way for advertisers to reach their customers."

On a series of attitudinal questions comparing online advertising to advertising in other forms of media, the survey revealed that at-work users consider Internet ads to be richer in information than ads in traditional media. They further indicated that online advertising was their preferred way to receive marketing messages about new products and information about companies. Most significantly, online advertising was cited as the number one form of advertising that helps them decide what to buy.

Zimbalist continues, "The buying power of at-work users, coupled with their clear indication that online ads help them make purchase decisions more than ads in traditional media, makes a strong case for all major advertisers to include online in their media mix."

The study was conducted in conjunction with Millward Brown IntelliQuest in November 2001 on a sample of 1022 Internet users. It profiles consumers who had accessed the Internet from work in the past 30 days (at-work users), and contrasts them with Internet users who hadn't (non-work users).

The US at-work Internet audience numbered 52.8m in 2001, according to Jupiter Media Metrix. This new research suggests that these users have highly desirable demographics. They are significantly more likely to be aged 18-34 (45% compared with 26%), are more likely to be highly educated (70% have at least a bachelor's degree compared with 50%) and have considerable spending power (45% have household income greater than USD75,000 compared with 22%) in comparison to non-work users.

Seventy-nine percent of at-work users report that the Internet has made them more productive workers, and 69% indicate that it helps them balance their personal and professional lives. The vast majority of at-work users (91%) also log on from home.