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Posted by Jackie Rousseau-Anderson on October 12, 2009
[Posted by Jackie Anderson]
It’s not news that consumers spend a lot of time online and, for some key target groups, the time they spend online actually outranks the time they spend with traditional media sources[i].
With all this time being spent online, one has to wonder how consumers feel about advertising online. After all, regardless of where consumers are spending time, marketers want to find them and get their message across to them. As market researchers it’s your job to understand which channels are best for reaching your target consumer and to understand how receptive they’ll be to the messages you have to send
In our Technographics product we ask consumers quantitatively about how much they trust various types of advertising. We track everything from the Yellow Pages to pop-ups. However, to get a more in-depth view of the subject I turned to our online community[ii]. I tossed the question out to community members about which type of advertising they trust more TV or Internet and they had quite a bit to say:
[i] This graphic is pulled from our recent report, The State of Consumers and Technology: Benchmark 2009, US. To learn more about media usage or about the segments we looked at click here to view the report
[ii] Forrester has an online community comprised of 400+ online consumers. The sample is pulled directly from our online surveys so we have the unique ability to link quantitative and qualitative data.
[iii] We asked community members which type of advertising they trusted more: Online, TV, Neither or Both. Ninety-eight people responded
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