Study: Consumers Want Ads Their Way

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socialnetworking_revvs_medium.jpgADOTAS – Consumers will accept – even embrace – new forms of interactive advertising, as long as companies play by their rules, a new study from IBM has found.

Consumers are adopting digital content services like social networks and videos on mobile phones and PCs at an ever-increasing pace, and the impact on traditional consumption habits has been profound.

The survey also found that they’re willing to share personal information with advertisers if it results in targeted incentives that match their lifestyle. Consumers listed free high-quality music/videos, discounts to favorite stores and air travel/hotel points as the most desired and attractive incentives.

“With the rise of Web 2.0, millions of people can instantly create, publish and consume content. In order to survive, advertisers must understand how to reach their target audiences across multiple devices,” said Dick Anderson, General Manager, IBM Media & Entertainment. “Knowing distinct consumer segment preferences and delivering consistent content and messaging are essential for long-term success.”

Consumers desire, and are comfortable with, wired and wireless access to content. 76 percent of consumers surveyed have already watched video on their PC, up 27 percent from last year. 32 percent indicated they have viewed video on a portable device or mobile phone, up 45 percent from last year. Interest in mobile video content has more than doubled since last year to 55 percent.

For both PC and mobile video, over 70 percent of respondents prefer advertising-supported models as opposed to consumer-paid models, representing a huge growth opportunity for the industry. Preference for ad-supported models ranged from 62 percent to over 80 percent by country, with Japan having the highest preference for ad-supported on both devices.

The online survey was conducted during the third quarter of 2008 by the IBM Institute for Business Value. The questionnaire generated 2,800 responses in six countries: Australia, Germany, India, Japan, the U.K., and the U.S. The survey was split 50/50 male/female. It proportionately reached demographic groups 13 years and over.

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