Survey: Consumers More Likely To Buy From Media Site Advertisers
June 17, 2010: A survey conducted by Harris Interactive for the Online Publishers Association found that 72 percent of consumers trust the content they see on media sites, such as ESPN.com, Wall Street Journal Online, or NYTimes.com, compared to 60 percent who find content on portals like Yahoo Sports or AOL News trustworthy and 23 percent who trust what they find on social media sites.
The media sites also tend to generate more confidence in their advertisers; 24 percent of respondents said they find advertisers on media sites to be "high-quality and reputable," compared to 20 percent for portals and 8 percent for social media sites.
Those who recalled purchasing from the advertisers on a website were significantly more likely to have done so from a media site -- 8 percent -- compared to 5 percent for portals and 3 percent for social media. The loyal users of social media sites are more likely to purchase from their advertisers (15 percent), than portal fans (8 percent), or those loyal to social media sites (4 percent).
"The goal of our research was to help brand marketers better understand why consumers receive and respond to online brand advertising differently depending on the content environment in which the message appears," OPA President Pam Horan said. "Our findings show that site destination matters as trust and relevant content are perceived differently across content environments. This study concludes that consumers perceive and take action differently depending on where the advertiser's message appears."
The full "A Sense of Place: Why Environments Matters" survey will be available June 30 at www.online-publishers.org.
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