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Lithuanian Internet users towards online advertising
2006-06-26
Did you know that for 44,5% of Internet users in Lithuania, online advertising is efficient? Moreover 70% of Internet users click on online advertising and 20% of them would like to have an option of purchasing products straight after clicking the online advertisement and being re-directed to an online store's website. So it's easy to perceive that online advertising has very good influence on Internet users purchase. What is a very significant indicator.
Gemius SA, International research company specialized in online studies, has made the first research on Lithuanian market about the attitude of Internet users towards online advertisement.
The research was conducted by Gemius & partners in seven European countries: Lithuania, the Czech Republic, Hungary, Poland, Romania, Slovakia and Ukraine. In Lithuania Gemius has done the AdHoc study in cooperation with AdNet.
The study proves that most Internet users in Lithuania have rather positive attitude towards online advertisement. Moreover it shows what their behavior is like in response to online advertising and the perceived image of the advertised companies. The respondents were also evaluating different formats of advertisements in the survey, indicating the ones that they know best and the favorite ones. The research was conducted on the Internet in the form of a pop-up survey (random sampling) on May 2006.
The results show, that positive attitude towards online campaigns has the leverage on the opinion on advertisers. According to the opinion of 61% of the respondents, companies that are advertising on the Internet, are modern. Not less than 20% of the respondents stated that they are dynamic and innovative. Those results indicate the powerful influence of the Internet as a branding medium.
The study shows that more than half of Internet users accept treating online advertisements as the price for free access to web sites. And what is interesting 15% of them would prefer to pay for the access to web sites than watch advertisements on them. About 50% of the respondents perceive ads as appearing on the Internet too often, but still almost 40% of them claim that online campaigns are emitted in an adequate and accepted number.
Interesting results were gathered on the perception of the formats of creatives. Over 63% of the respondents recognize pop-up type of creative and more than 50% recognize brandmark, emailing and a sponsored link, whereas the least known is halfpage (30,3%). From all of the presented creatives, the sponsored link was the favorite ones. The least likable is interstitial, what proves that the less intrusive formats are more welcome by respondents.
What is very interesting, that in general advertisement is perceived as irritating, but TV advertisement is 13% more irritating as the Internet is 7% more boring. About 40% of Internet users stated that Internet advertisement is informative and creative.
Download a complete version of the press release in a Word file
Press contact
International Operations Department - contact@gemius.com