WARC, 26 September 2011
MUNICH: The majority of German consumers understand the
central role played by advertising in supporting free online content, a new
survey has revealed.
TNS Infratest, the research firm, polled 756 web users in
the country to gain an understanding of their attitudes in this area.
Overall, it found that 89.9% of respondents recognised that
ads had a central part to play in funding non-subscription sites they visited
regularly.
By contrast, only 8.7% of contributors would be willing to
pay a fee in order to access the same websites if it meant they contained no
brand messages, the study stated.
"The results show that banner advertising is accepted,
largely because it finances online content," Carsten Theisen, director of
the digital centre at TNS, said.
However, Theisen also warned that the popular comprehension
of advertising's overall contribution did not necessarily make communications
any more influential.
"The overall acceptance rate but says nothing about the
actual effect of advertising," Theisen said.
Data sourced from TNS Infratest; additional content by Warc
staff
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