7/19/13
Women are more likely than men to watch video ads online, according to Ipsos. More than half of U.S. women (51%) have watched online commercials in the past month, compared to 38% of men who have done so. Similarly, 48% of women have looked at or read online ads in the past month, compared to 36% of men who have done so. Men and women are equally likely to have clicked on banner or pop-up ads during the past month (15% of men and 15% of women have done so).
Adults under age 50 are more receptive than those 50 and older to all forms of online advertising. Interest in online ads generally rises with income, though middle-income adults are more likely than those with either low or high household incomes to click on banners or pop-ups.
When asked why they pay attention to or click on online ads or promotional videos, the top reasons are interest in the product or the ad content and being forced to sit through the ad to get to a desired screen or content. Women are more likely than men to look at ads because they’re blocking access to a desired screen or because the ad is for a product they’re already shopping for. Men are more likely to look at ads because they’re from a company they like, because the ad has good cinematography or special effects, or because it includes attractive people or appealing celebrities.
Adults under age 35 are significantly more likely than older adults to pay attention to ads because friends alerted them to the ad. People age 50 and older are more likely than younger adults to pay attention because of a pre-existing interest in the product or brand being advertised. The study also includes country-by-country comparisons, as well as data on online ad responses by income, education, and marital status.
SOURCE: “Socialogue: A-TENNNN-SHUN,” July 2013, Ipsos, Jill Wiltfong, SVP Marketing, Ipsos Open Thinking Exchange, 10567 Jefferson Blvd., Culver City, CA 90232; 310-736-3440; jill.wiltfong@ipsos.com; www.ipsos-na.com.
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