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The attitude of Slovakian Internet users towards online advertising
2006-08-03
The study conducted in Slovakia on online advertising shows that 85% of Slovakian Internet users claim to click on online advertisements. 46% would like to have the 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 specializing in online studies, has conducted a research study in Slovakia about the attitude of Internet users towards online advertising.
The research was conducted by Gemius & partners in seven European countries: Slovakia, the Czech Republic, Hungary, Lithuania, Poland, Romania and Ukraine. In Slovakia, Gemius conducted the AdHoc study in cooperation with MediaResearch and Centrum.sk.
The study proves that most Internet users in Slovakia have rather positive attitudes towards online advertising. Moreover, it shows how they respond to online advertising and the perceived image of online advertisers. The respondents were also asked to evaluate different creative formats in the survey. They were asked to indicate which formats they know best and which are their favorites. The research was conducted online using pop-up surveys (random sampling) on May 2006.
What were the results? According to the study, almost 69% of respondents declared that they accept online advertisements as the price for free content on web sites. Only less than 4% would prefer to pay for access to websites than to watch advertisements on them.
The study shows that more than 63% of Internet users perceive Internet advertising as informative. Moreover Internet advertisements are perceived by 3 percentage points more informative compared to TV commercials and about 4 percentage points less irritating than TV commercials.
The study shows that 85% of Internet users claim that they click on online advertisements. What is more, 35% of respondents - after being exposed to an online advertisement - look for some additional information from time to time. Almost 5% claimed they do it often. 46% of the Internet users who took part in the research would like to have the option to purchase products directly after clicking on the online advertisement and being re-directed to an online store's website. This is a very significant result, especially when compared to other markets.
A positive attitude towards online advertising influences consumers' opinion of online advertisers. 57% of respondents, perceive online advertisers as modern. Almost 44% feel that they are technologically advanced and more than 34% as dynamic. Those results indicate the powerful influence of the Internet as a branding medium.
The study found interesting results regarding the perception of various creative formats. About 70% of respondents recognize billboard and e-mailing campaigns, whereas the least known are the toplayer and skycraper formats. Among analyzed creative formats, the billboard and the banner were Internet users' favorites. The least liked are the pop-under and pop-up which shows that less intrusive formats are more welcomed by Internet users.
According to Internet user's, an online campaign's effectiveness primarily depends on the the campaign's "prettiness" or "niceness". More than 61% of the respondents made this claim. For more than 45% of respondents, perceived effectiveness primarily depended on the advertised product or service and for more than 22% of respondents the features of the advertised product or service are the most important factor.
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