Print and TV Ads More Relevant to Consumers Than Online

Consumer Attitudes

August 2010 -- According to a recent UK survey by Zussi Research, 69% of people feel that traditional forms of advertising  -- print and TV -- are relevant to them, whereas only 45% feel that way about the ads they view on web sites.
 

Zussi's survey of 1,200 people performed for the ad:tech London show found that the gap between attitudes about online and offline media are more pronounced for "younger, highly valued ad targets."  Among the 24-to-34-year-old segment, 81% said they find traditional ads relevant compared to only 54% for online.
 

In addition, the survey finds that annoyance with advertising on the web is twice as high online as offline.  Survey respondents state that online ads are more intrusive, distracting, and irrelevant.

Sources:  minonline, Print and TV Ads Still Preferred by Consumers, August 20, 2010, and Tradingmarkets.com, Digital Advertising is Being Clobbered by Traditional Media, August 19, 2010.