Almost 6 in 10 global adults aged 18-64 prefer online and mobile ads that are clear and straightforward, rather than humorous, according to new data released by Ipsos in October. But Americans, who value storytelling in their ads, apparently want those stories to be funny, at least when they’re online. In contrast to the global average, 56% of Americans surveyed by Ipsos said they prefer their online ads to make them laugh rather than to just give them the facts.
This preference for humor might be because American consumers appear to find online ads “annoying,” and if they’re to be “distracted” by them, they might as well also be humored.
American women skew higher than men in their preference for humor in online and mobile ads (59% vs. 54%). And, the demand for humor decreases as Americans age. For example, 69% of respondents aged 18-35 favored humor over straightforwardness, while just 39% of 50-64-year-olds could say the same. Read the rest at MarketingCharts.