U.S. consumers are growing more accustomed to seeing online ads. The Ipsos Open Thinking Exchange claims that a solid 42% of surveyed consumers are watching online ads on a monthly basis. Some of these consumers take the next step and click on an ad to find out more. What motivates consumers to click and who is mostly likely to check out products online? The Ipsos research provides some answers.
In total, about 15% of consumers click on an ad after viewing it. Among consumers who are ages 18–64, top reasons for engaging with an online ad are:
- They like the product or brand 37%
- They must look at the ad to get to the content they want to see 34%
- They are currently shopping for the product being advertised 33%
- They find the ad interesting 29%
- They find the ad funny 29%
- They find the ad informative or useful 29%
- They find the ad entertaining 28%
Far fewer consumers, only 9%, engage because the ad contains attractive people, celebrities, or a game.
The research shows some behavioral differences by gender with women (51%) being more likely to watch an online ad than men (38%). By age group, it appears that younger consumers are more apt to watch online ads than older consumers. The research also uncovered an association between profession and the likelihood of viewing online ads. Both small business owners and senior executives are more likely to engage with all types of online ads than other consumers.
To learn more about small business owners, check out the AudienceSCAN report available on the Research Store at ad-ology.com.