Consumer Ad Survey Highlights Differences Between Click-Through and View-Through


BOSTON, October 31, 2013 (ADOTAS) – ChoiceStream, the top choice for brand advertisers interested in advanced target optimization and programmatic buying, today announced the results of its 2013 Survey of Consumer Opinions On Audience Targeting and Online Advertising. The survey data provides further insights into the how and the why of consumer behavior when it comes to digital advertising and purchasing.

“Through better understanding the importance of collecting many different data points and analyzing them thoroughly marketers have a better chance at success,” said Eric Bosco (pictured), CEO, ChoiceStream. “The reality of big data means companies need a disciplined quantitative approach to marketing.”

One of the more interesting findings from ChoiceStream’s survey further begs for new metrics for measuring the effectiveness of online ads. Of those who reported responding to online ads, 56 percent did not click, but instead searched or browsed to respond.  Twenty-two percent of the non-click responders conducted a search or browsed within an hour of seeing the ad, while 67 percent responded within one or more days later, and 11 percent waited weeks. These responses highlight the differences between click-through and view-through responses.

Mobile Use Grows, But Not for Shopping

In surveying consumers about their device preference, ChoiceStream found that smartphones are used more frequently than tablets; however, computers are still preferred when accessing the Internet. This trend applies to eCommerce as well, with 87 percent of respondents preferring to shop on their computer as compared to 8 percent on their smartphone. However, among all shoppers, 56 percent reported making a purchase on their smartphone at least once.

Additional findings include:

  • People research first, then shop: 66 percent of consumers research online first before ever setting a foot in a store.
  • Instant Gratification Favors Brick and Mortar: When explaining why they chose in store purchases over online, only 25 percent of consumers felt the store was easier while 64 percent wanted their purchase right away.
  • Device Use is Segmented by task: Consumers overwhelmingly prefer computers for searching and shopping. While, 39 percent prefer tablets for reading and 30 percent prefer smart phones for social participation.
  • Native Ads Can Have a Backlash: Marketers and publishers may like Native Ads (paid content designed to look like editorial content) but nearly 86 percent of those surveyed feel these ads “are trying to trick me and I don’t appreciate it.”

This survey employs ChoiceStream’s proprietary Pollshare technology, the next generation poll driven programmatic media optimization solution.  All the results and more details on these Key Findings are available at


This survey is based upon the results of more than 1,000 consumers surveyed over a three-day period in September 2013. The survey pool was composed of U.S. residents who were adult Internet users, distributed across 4 age categories (18-29, 30-44, 45-60, 60+). Gender break down showed 48.1percent of the survey respondents were male and 51.9 percent female. The margin of error is +/- 3percent.

About ChoiceStream

ChoiceStream delivers leading results through its’ poll driven methodology and its’ next generation programmatic media buying platform. Creative development for its’ unique dynamic and interactive ad units, audience discovery, campaign optimization, complete transparency, and custom insights are provided through ChoiceStream’s full service delivery teams.  With an extensive first and third party data network enhanced by proprietary data, ChoiceStream can target and convert the most valuable consumers in real-time. ChoiceStream is headquartered in the Innovation District of Boston and works with industry leading brands and their agencies. For more information on ChoiceStream, please visit



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