Ad Awareness By Generation & Context, April 2013 [CHART]
About half of consumers often (18.2%) or sometimes (33%) pay attention to online ads, according to results from an online survey by Aisle A. But the environment they’re in has a significant impact on their awareness and receptiveness to ads. Respondents were far more likely to say they notice (54.5%) and are receptive (56.8%) to ads when they’re on a shopping site than on a social media site (21.8% and 17.8%, respectively), for example. Awareness and receptiveness to ads also runs high on email sites, but very low on video and gaming sites.
Interestingly, Gen Y respondents were twice as likely as Seniors to say they never notice ads on line (32.4% vs. 16.3%). Baby Boomers (54.4%) and Seniors (58.3%) were more likely than Gen Yers (42.6%) and Gen Xers (49%) to say they often or sometimes notice online ads.
However, when looking at context, the picture changes considerably. Younger generations were far more likely than their older counterparts to notice ads when on a shopping site or social media site, but less likely to do so on an email site. The same patterns apply when examining where they are most receptive to online ads. Read the rest at MarketingCharts.