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The attitude of Czech Internet users towards online advertising
2006-07-25
The study conducted in Czech Republic on online advertising shows that 80% of Czech Internet users declared that they click on online advertisements. 46% of them would like to have an option of purchasing products straight after clicking the online advertisement and being redirected to an online store's web site.
Gemius SA, international research agency specialised in online studies, has made the research on Czech 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 the Czech Republic Gemius has done the AdHoc study, in cooperation with MediaResearch and Centrum.cz.
The study proves that most Internet users in this country have rather positive attitude towards online advertising. Moreover it shows what their behaviour 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 favourite 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, more than 77% of the respondents declared that they accept online advertisements as the price for free access to web sites. Only less.than 3% of them would prefer to pay for access to websites than to watch advertisements on them.
The study shows that in almost 60% Internet advertising is perceived to be informative. Moreover Internet adverts are perceived by 4% points more informative comparing to TV commercials and 6% points less boring than TV commercials.
The study proves that 80% of the Internet users declared that they click on online advertisement. What is more, 35 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 4% claimed to do it always. 46% 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. For almost 34% they are technologically advanced and for 28% are 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. 70% of the respondents recognise billboard and 62% recognize e-mailing, whereas the least known are the toplayer and skycraper. From all of the presented creatives, the banner, billboard and the button were the favourite ones. The least liked are the pop-under and pop-up 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, that choose 43% of the respondents.
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