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Print in the Mix

Study Reveals Online Marketing is Falling Short with Consumers

Digital marketing is not meeting the needs of American consumers, according to research from Adobe and independent research firm Edelman Berland. The study, "Click Here: The State of Online Advertising," provides insights into the beliefs of both consumers and professional marketers. Interestingly, both consumers and marketers believe that traditional marketing is still more effective than online marketing.

Key Findings:

• Respondents say their most preferred place to view an ad is while looking through a favorite print magazine. Digital ads scored only in the single digits.
• Where respondents prefer to look at an ad: Favorite print magazine—45 percent; favorite TV show—34 percent; favorite Website—11 percent; billboard—10 percent; window display—6 percent; social media—3 percent; favorite digital magazine—2 percent; and Apps—0 percent.
• The study shows that traditional media is considered the best for marketing and advertising by both consumers and marketers. It also finds that marketers overvalue digital advertising compared to consumer opinion.

• Consumers rank online ads as annoying (71 percent), distracting (51 percent), all over the place (46 percent) and invasive (38 percent). Comparatively, only 47 percent of marketers believe online ads to be annoying.

About: The online study was commissioned by Adobe and produced by research firm Edelman Berland. It was conducted Oct. 8-16, 2012, as an online survey among a nationally representative sample of 1,000 adults (18 years or older), and 250 professional U.S. marketers. The margin of sampling error at the 95 percent confidence level is ±3 percent for consumers and ±6 percent for marketers.

To read the entire Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.com. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness published by the Rochester Institute of Technology, Cross-Media Innovation Center (CMIC), housed in the School of Media Sciences.

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