Online ads tolerated if free content available
Tuesday, 27, Nov 2007 12:58
Digital consumers are happy to tolerate online advertising while visiting websites if there is a supply of free content - particularly rich media - on their chosen portal.
The latest Convergence Consumer Survey from Olswang has shown that high quality and free website content is the key to consumers engaging in website advertising and marketing campaigns.
In fact, the study found that three times as many people would opt for free content online as opposed to paid content.
This trend looks set to continue as well, with those not yet using the internet regularly saying they were three times more likely to access free content when they venture online.
Matthew Phillips, Olswang media communications and technology partner, told vnunet there was a shift in digital consumers' habits.
He added: "True convergence is starting to take hold in UK households as more people network their devices to share content in the home and on the move.
"This has intensified the demand for free content, as consumers want a full range of content for these devices but are unwilling to pay for it."
Some 44 per cent of respondents said they were happy to watch adverts prior to an online programme as long as it was free.
