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The attitude of Hungarian Internet users towards online advertising
2006-06-30
The study conducted in Hungary on online advertising shows that 84% of Hungarian Internet users declared that they click on online advertisements.
Gemius SA, international research agency specialised in online studies, has made the research on Hungarian market about the attitude of Internet users towards online advertising.
The research was conducted by Gemius & partners in seven European countries: the Czech Republic, Hungary, Lithuania, Poland, Romania, Slovakia and Ukraine. In Hungary Gemius has done the AdHoc study, in cooperation with Sanoma Budapest.
The study proves that most Internet users in this country have rather positive attitude towards online advertising. 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.
What were the results? According to the study, 67% of the respondents declared that they accept online advertisements as the price for free access to web sites. Only 4% of them would prefer to pay for access to websites than to watch advertisements on them.
The study shows that in general Internet advertising is perceived to be informative. Interesting can be the fact, that online advertising is perceived by 3% points as more informative and by 3 % points as less irritating than TV advertising. Furthermore only 2% of the Internet users stated that they trust TV commercials, whereas 5% of them trust advertisements on the Internet.
The study proves that 84% of the Internet users declared that they click on online advertisement. What is more, 39% of the respondents - after being exposed to an online advert - look for some additional information from time to time. 14% stated to do it often, whereas 3% claimed to do it always. 31% of the Internet users who took part in the research, would like to have an option of purchasing products straight after the
online advertisement and being re-directed to an online store's website, which is a very significant indicator.
Positive attitude towards online campaigns influences on the opinion on the advertisers. According to the opinion of 53% of the respondents, companies that advertise themselves on the Internet, are modern. Not less than 27% of the Internet users stated that they are innovative, technologically advanced and dynamic. Those results indicate the powerful influence of the Internet as a branding medium.
Interesting results were gathered about the perception of formats of creatives. Over 60% of the respondents recognize pop-up and sponsored link, whereas the least known are the interstitial and the button. From all of the presented creatives, the banner, skycraper and sponsored link were the favorite ones. The least liked are the pop-under, the pop-up and toplayer which proves that the less intrusive formats are more welcome by respondents.
According to the study, the effectiveness of online campaigns depends mostly on the advertised product and service, but also on the uniqueness of a given advertisement (respectively 47,6% and 41% of answers).
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International Operations Department - contact@gemius.com