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Les supports commerciaux

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Les supports commerciaux

  1. 1. Mai 2011 pour Les supports commerciaux et publicitaires sur Internet
  2. 2. Note méthodologique Échantillon Mode de recueil Dates de terrain Étude réalisée pour : L’Atelier de BNP-Paribas Les interviews ont eu lieu par questionnaire auto-administré en ligne (CAWI – Computer Assisted Web Interviewing). Du 10 au 12 mai 2011 Échantillon de 1010 personnes , représentatif de la population française âgée de 18 ans et plus.   La représentativité de l’échantillon a été assurée par la méthode des quotas (sexe, âge, profession de la personne interrogée) après stratification par région et catégorie d’agglomération.
  3. 3. La comparaison entre la publicité classique et la publicité sur Internet Question : Etes-vous d’accord ou pas d’accord avec chacune des phrases suivantes correspondant à la publicité sur Internet / mobile ? La publicité sur Internet / mobile ... 83% 38% 69% 17% 31% 73% 31% 29% 27% 62% 69% 71%
  4. 4. L’achat de produits ou services après avoir cliqué sur un support publicitaire Question : Avez-vous déjà acheté des produits ou services sur Internet après avoir cliqué sur un support publicitaire ?
  5. 5. Les supports publicitaires incitant le plus à visiter un site Internet Question : Parmi les supports publicitaires suivants, lesquels vous incitent le plus à visiter un site web ?
  6. 6. Le format de publicité préféré sur Internet Question : Pour ce qui est de la publicité liée à du contenu web, quelle formule préférez-vous ?
  7. 7. Comparatif : le jugement à l’égard de l’association de la publicité à différents contenus sur Internet et sur mobile Question : Pour chacun des contenus suivants, appréciez-vous de le voir associé à de la publicité sur Internet ? Question : Pour chacun des contenus suivants, appréciez-vous de le voir associé à de la publicité sur votre téléphone mobile ? - Comparatif : « Vous appréciez plutôt » -
  8. 8. La préférence en matière d’affichage final du support commercial Question : Quand vous cliquez sur un support commercial, préférez-vous voir s’afficher le contenu final ... ? Sur le même site / la même application 67% Sur un autre site / une autre application 33%
  9. 9. Le support publicitaire le plus efficace sur un téléphone mobile Question : Sur votre téléphone mobile, à quels supports publicitaires êtes-vous le plus attentif ?
  10. 10. La confiance accordée aux commentaires des messages commerciaux relayés par des proches ou contacts Question : Vous personnellement, faites-vous plus, moins ou autant confiance à un message commercial s’il est associé à un commentaire ou une appréciation (note, symobile) d’un ... ?
  11. 11. L’élément incitant le plus à cliquer sur un lien ou un bandeau commercial sur Facebook Question : Qu’est-ce qui vous incite le plus à cliquer sur un lien ou un bandeau commercial sur Facebook ? L’intérêt de la publicité elle-même 60% Le fait qu’un de vos contacts ait commenté ou aimé la publicité 40% Question posée uniquement aux personnes disposant d’un profil Facebook, soit 52% de l’échantillon
  12. 12. L’expérience de visite de contenus sponsorisés Question : Le « contenu sponsorisé » est un support publicitaire qui se présente sous la forme d’un article ou d’une vidéo classique, mais en faisant la promotion d’un produit ou d’une marque. Vous personnellement, avez-vous déjà cliqué sur des contenus sponsorisés sur... ? 72% 35% 32% 22%
  13. 13. Pour en savoir plus L’Atelier : http://www.atelier.net Ifop : http://www.ifop.com Contacts : L’Atelier : Sandra Edouard Baraud, [email_address] IFOP : Frédéric Micheau, [email_address]

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