UKNM: online ad tolerance collapsing

[Steve Bowbrick]

Three selected datapoints from the recent AdAge Interactive Media Study 

(2,000 telephone questionnaires in early October). This looks to me like a 

trend that has nowhere to go but down. With no exceptions the survey 

reveals increasing readiness to purchase online and collapsing tolerance of 

advertising. Specific responses from online ad folk?


s


How acceptable is online advertising?


             1998        1997

very         21.4%       20.3%

somewhat     63.5%       68.5%

not at all   13.8%        9.6%

don't know    1.3%        1.7%



How often do you look at online ads?


             1998        1997

very often    3.4%        4.7%

often         5.7%       11.5%

sometimes    51.1%       45.1%

never        48.5%       38.7%



How often do you click on banners?


             1998        1997

very often    0.3%        2.0%

often         2.7%        4.7%

sometimes    48.2%       50.0%

never        48.5%       43.0%


{use a mono font}


--

|

Steve Bowbrick | stevewebmedia [dot] com (mailto:stevewebmedia [dot] com) |

| 0171 428 9980 phone     | 0171 428 9981 fax         |

| http://www.bowbrick.com | 0468 257 570 mobile       |


********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

khalilexcitecorp [dot] com (mailto:khalilexcitecorp [dot] com)

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html