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Online games
19.6
Social media
18.9
Viewing entertainment
12.4
Search and classified
11.9
Shopping and auctions
9.7
Entering contests
9.1
Finding info on brands /
products
9
Looking for deals
7.4
How many minutes are consumers spending each day
on online leisure activities?
Total average minutes per day = 98
Breaking down the numbers:
Interesting differences across demographics
Numbers in ( ) are minutes / day
• People 18-39 spend more time on these online activities (107)
• 18-29 year olds focus on viewing entertainment (19) and
social media (24)
• 30-39 year olds focus on search & classified (21) and looking
for deals (19)
• Top online gamers:
• Females 55+ (34)
• Males 18-29 (29)
• Top social media users:
• 40-54 year olds (27), especially women in that age group (32)
• Top viewers of online entertainment:
• Men and women 18-29 (19)
• Men 18-29 (25)
• In general, men spend 50% more time than women
• Women 30-39 spend by far the most time on search / classified
(29) and looking for deals (27)
• Regional differences – reflects each region vs. the others
• People in the West play more games online (30)
• People in the South spend the most time on social media (25),
shopping/auctions (13) and looking for brand info (11)
• People in the Central US spend the most time entering
contests (13), on search/classified (16), and looking for deals
(15)
AdpropoTM proprietary research ©2011. The online survey, conducted by Toluna PLC, assessed the opinions of 1,013 US adults over 18.
Consumer Survey Summary: Online Behavior
47%
31%
27%
22%
22%
18%
18%
16%
12%
32%
41%
40%
41%
45%
58%
52%
57%
70%
21%
28%
33%
37%
33%
24%
31%
27%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Email ads
Video ads (pre-roll)
Facebook ads
Banner ads
In-game ads
Floating / animated
ads
Mobile ads
Audio ads
Pop up ads
Consumer Survey Summary: Attitudes Toward Online Advertising
Typesofadvertising
% of Respondents
Positive
(Very/Occasionally
effective and give me
info I need)
Negative
(Not effective / annoy
me)
Neutral
(Notice them but don’t
really care)
Tell us how you feel about different types of digital advertising….
Great way to get info - I
do or will engage this
way
OK, I'm fine
having brands in
my social
networks
Neutral - might follow a couple
but don't pay much attention
No interest - I
don't follow any
brands or ignore
the ones I do
Wrong time, wrong
place - no brands in
my personal space
What are your feelings about interacting with brands on
Facebook (by Liking them) and Twitter (by following them)?
When it comes to online advertising, do you think there is
a better way?
Top ways to make online advertising better:
1. Offer discounts / advance information
2. Provide ability to win significant money
3. Make more entertaining and interactive
75%
85%
76%
87%
73%
89%
50%
60%
70%
80%
90%
100%
Overall 18-29 Year Olds Males Males 30-39 Females Females 18-29
%whosay“Yes…”
16%
21%
25%
25%
13%
Consumers are most positive towards email, video and FB ads,
and are least positive towards streaming audio, pop-ups, and
floating or animated ads.
AdpropoTM proprietary research ©2011. The online survey, conducted by Toluna PLC, assessed the opinions of 1,013 US adults over 18.

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adpropo consumer research 2011

  • 1. Online games 19.6 Social media 18.9 Viewing entertainment 12.4 Search and classified 11.9 Shopping and auctions 9.7 Entering contests 9.1 Finding info on brands / products 9 Looking for deals 7.4 How many minutes are consumers spending each day on online leisure activities? Total average minutes per day = 98 Breaking down the numbers: Interesting differences across demographics Numbers in ( ) are minutes / day • People 18-39 spend more time on these online activities (107) • 18-29 year olds focus on viewing entertainment (19) and social media (24) • 30-39 year olds focus on search & classified (21) and looking for deals (19) • Top online gamers: • Females 55+ (34) • Males 18-29 (29) • Top social media users: • 40-54 year olds (27), especially women in that age group (32) • Top viewers of online entertainment: • Men and women 18-29 (19) • Men 18-29 (25) • In general, men spend 50% more time than women • Women 30-39 spend by far the most time on search / classified (29) and looking for deals (27) • Regional differences – reflects each region vs. the others • People in the West play more games online (30) • People in the South spend the most time on social media (25), shopping/auctions (13) and looking for brand info (11) • People in the Central US spend the most time entering contests (13), on search/classified (16), and looking for deals (15) AdpropoTM proprietary research ©2011. The online survey, conducted by Toluna PLC, assessed the opinions of 1,013 US adults over 18. Consumer Survey Summary: Online Behavior
  • 2. 47% 31% 27% 22% 22% 18% 18% 16% 12% 32% 41% 40% 41% 45% 58% 52% 57% 70% 21% 28% 33% 37% 33% 24% 31% 27% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% Email ads Video ads (pre-roll) Facebook ads Banner ads In-game ads Floating / animated ads Mobile ads Audio ads Pop up ads Consumer Survey Summary: Attitudes Toward Online Advertising Typesofadvertising % of Respondents Positive (Very/Occasionally effective and give me info I need) Negative (Not effective / annoy me) Neutral (Notice them but don’t really care) Tell us how you feel about different types of digital advertising…. Great way to get info - I do or will engage this way OK, I'm fine having brands in my social networks Neutral - might follow a couple but don't pay much attention No interest - I don't follow any brands or ignore the ones I do Wrong time, wrong place - no brands in my personal space What are your feelings about interacting with brands on Facebook (by Liking them) and Twitter (by following them)? When it comes to online advertising, do you think there is a better way? Top ways to make online advertising better: 1. Offer discounts / advance information 2. Provide ability to win significant money 3. Make more entertaining and interactive 75% 85% 76% 87% 73% 89% 50% 60% 70% 80% 90% 100% Overall 18-29 Year Olds Males Males 30-39 Females Females 18-29 %whosay“Yes…” 16% 21% 25% 25% 13% Consumers are most positive towards email, video and FB ads, and are least positive towards streaming audio, pop-ups, and floating or animated ads. AdpropoTM proprietary research ©2011. The online survey, conducted by Toluna PLC, assessed the opinions of 1,013 US adults over 18.