Despite the fact that teens grew up with an ad-loaded Internet, leaving one to suppose they are used to advertising being part of the online experience, teens generally have much less favorable attitudes toward online ads than they do traditional print or TV advertisements.
According to a new international study by ResearchNow and K&A Brand Research, with respondents aged 12 to 17 years old, roughly half of American, British and Polish respondents recall traditional advertisements, but less than a quarter said the same about online advertisements. Among American teens, about twice as many respondents said online ads “get on my nerves” (45%) as said offline ads do the same (23%). And well more than twice as many said they “try not to pay attention” to online ads (48%) compared to not paying attention to offline ads (21%).
In terms of word of mouth response, a third of teens say they talk about offline ads versus just 16 percent who say they talk about online ads, and a full 50 percent of American teens say they remember offline ads for a “long time,” compared to just 12 percent who remember online ads for a long time. And finally, 46 percent of teens say an offline ad led to a product being subsequently purchased compared to half as many (23 percent) who said an online ad led to a purchase.
American Teen Attitudes Re: Offline & Online Ads
(% Group Responding to Statement) |
|||
Statement Applies | Offline Ads | Online Ads | Doesn’t Apply |
Talk about them with friends | 32%
|
16%
|
52%
|
Gets on my nerves | 23%
|
45%
|
33%
|
Try to not pay attention | 21%
|
48%
|
31%
|
Like watching | 37%
|
17%
|
45%
|
Remember for long time | 50%
|
12%
|
38%
|
Inform myself about product | 39%
|
21%
|
39%
|
Introduced to product subsequently purchased | 46%
|
23%
|
31%
|
Source: Research Now, February 2013 |