14 DAY TRIAL // A recent survey conducted by Deloitte & Touche reveals that no less than fifty-four percent of the respondents access social networking websites, chat rooms or message boards, while 45 percent update their profile every once in a while. The online advertising seems to be a pretty successful business because 78 percent of the respondents found the search engine result ads efficient, while 62 percent of them chose the interactive ads. The banner ads were selected by 60 percent, only the embedded ads were considered the less efficient, with only 17 percent.
However, online advertising can be easily found annoying. No less than thirty-seven percent of the respondents said that they would pay for the online content, if this protects them from being exposed to online adverts.
"I think for advertisers one of the conclusions is you don't make decisions to advertise either on television or the Internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy. It shouldn't be an either or proposition", said Ken August, vice chairman and national sector leader for Deloitte & Touche's media and entertainment practice.
What's interesting is that online television manages to gather more and more fans, as no less than 38 percent of the survey respondents admitted they were watching TV shows online, while 45 percent of them created blogs, websites or videos to be published online.
"The percentage of consumers watching TV online jumped from the 23% figure reported in the previous study. Roughly 54% of those surveyed said they are making their own entertainment content through editing photos, videos or music, 45% said they are producing that content for others to see and 32% said they consider themselves to be 'broadcasters' of their own media", Gail Schiller of The Hollywood Reporter wrote.
The survey included 2,081 US consumers and was conducted between October 25th and October 31st.