Users Find Sites Via TV Ads
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Jul 17, 2000, 7:15 AM
TV may be effective at driving traffic to a site but users are surfing the web, they no longer watch TV, reports a bi-annual Forrester Research survey – the "UK Internet User Monitor." Since last year, the number of consumers who say TV ads have helped them find sites has more than tripled to 48%. 1999 stats vs. 2000
Search engine 67% vs. 81%
Link from another site 39% vs. 59%
Viral marketing 28% vs. 56%
Television 16% vs. 48%
Guessed the address 22% vs. 41%
Online advertising 10% vs. 20%
Radio 6% vs. 19%
Direct mail 5% vs. 10%
Forrester believes that attention-grabbing TV spots tend to fuel interest by sparking conversations and word of mouth is responsible for doubling the impact of viral marketing to 56%. The most active recommenders are tens 25-27, 74% of whom tell friends where to go on the web.
However, the study also found that UK Internet users devote less time to watching television, with 39% noting they watch less since going online.
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