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消费者满意调查报告:消费者仍然更信任电视广告

        199IT原创编译

        MarketingSherpa发布了“2016年消费者满意调查报告”,报告显示弹出广告是信任度最低的广告,只有1/4的消费者会相信。相反,传统媒体广告的信任度更高,对购买决定的影响更大。

        报告主要内容包括:

        从整体上来看,传统媒体广告仍然是消费者最信任的广告类型;

        8/10的消费者表示,在决定购买什么商品的时候更相信印刷(82%)和电视(80%)广告;

        消费者最信任的五种广告还包括直邮广告(76%)、广播广告(71%)和户外广告(69%);

        超过半数消费者会收看自己喜欢的企业的电视广告,半数消费者还会订阅这些企业的电子邮件(50%)、直邮广告(50%)和店内印刷广告(48%);

        43%的消费者会跳过网络视频贴片广告,即使是他们喜欢的品牌;

        但是,这并不意味着传统媒体广告就没有挑战,35%的消费者经常忽略印刷广告,34%的消费者会丢弃这些印刷广告;

        34%的消费者会跳过电视广告、静音或换台。

        调查发现,很多消费者会拦截网络广告,主要是由于不喜欢大幅广告弹出占据整个网页;这些广告让网页打开速度变慢等。

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