TV ads influence a larger proportion of online consumers to purchase a product or service than a variety of other advertising media, finds ExactTarget [pdf] in an April 2012 report. 53% of respondents said a TV ad had influenced them to purchase a product or service in the past 12 months, putting TV ads far ahead of newspaper ads (32%) and magazine ads (30%). In fact, three times more respondents said they had been influenced by a TV ad than by a banner or other ad on a website (53% vs. 18%). Radio ads (16%) also influenced twice as many respondents as video ads on YouTube or billboard ads (both at 8%).
Interestingly, despite Nielsen data showing that adults aged 65 and over watch the most TV, online consumers of this age are less likely to be influenced to make a purchase by an ad on TV than by an ad in a newspaper (45% vs. 47%). This pattern extends to 55-64-year-olds, too (40% vs. 46%).
TV influence is highest among the 15-17, 25-34, and 45-54 age groups, with 59% of each demo reporting being swayed to make a purchase on account of a TV commercial.
Data from the “2012 Channel Preference Study” indicates that despite the overall low rate of influence posed by YouTube ads, online consumers aged 15-17 are more likely to be swayed by these ads (22%) than by website ads (19%), TV infomercials (16%), radio ads (12%), and billboard ads (9%), while 18-24-year-olds are also more likely to be influenced by them than radio and billboard ads (16% vs. 12% and 11%, respectively).
Looking at direct channels, the study finds that the proportion of online consumers who have ever made a purchase as a result of a marketing message received via email (66%) and direct mail (65%) is virtually equal. Among the more mature age groups, though, direct mail is the clear leader: those aged 65 and older are 31% more likely to have made a purchase based on direct mail than email (85% vs. 65), while those aged 55-64 are 10% more likely to have been influenced by direct mail (75% vs. 68%).
Interestingly, more than twice as many 18-24-year-old respondents said they had ever made a purchase as a result of a direct mail marketing message than a Facebook message (50% vs. 24%).
About the Data: A total of 1,481 respondents completed the ExactTarget survey between January 27, 2012, and February 1, 2012. For data concerning consumers 15-17 years of age, an invitation was first sent to parents with teen-aged children living in the home, requesting permission for their child’s participation in the survey.
Topics: Analytics & Automated, Boomers & Older, Data-driven, Email, Magazines, Media & Entertainment, Newspapers, Online & Mobile, Out-of-Home, Paid Search, Radio, Social Media, Television, Traditional, Youth & Gen X
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