Marketing News
Consumers 'want rewards for reading internet marketing messages'
Wednesday, 12 November 2008The majority of UK web users would like to receive something of worth in return for directing their attention towards internet marketing content, new research has revealed.
Yahoo!'s Return on Attention survey suggested that 80 per cent of internet users feel that they suffer from information overload, with 90 per cent unconsciously ignoring irrelevant online content as a result.
Almost four-fifths of respondents responded favourably to the prospect of internet marketing that offers them something of value, including entertainment, the opportunity to learn something new and relevant messaging.
Nearly two-thirds of consumers said they believed the pressure of having to process vast quantities of information on a daily basis had a negative effect on their lives.
"Online marketers need to think hard how to better target and engage with their time-poor audiences," said Kristof Fahy, vice-president of marketing for Yahoo! Europe.
Web users believe that two per hour is the appropriate number of ads for them to have to see during an internet surfing session, according to a recent study by Dynamic Logic.