No More Patience With Irrelevant Ads

According to the results of the 2013 Online Personal Experience study from Janrain, 74% of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) has nothing to do with their interests. This frustration may be an ominous sign for online brands, says the report. As an example, the study revealed that 67% of online adults would lose their patience and leave a website if shown an ad asking for donations from the political party they dislike the most.

Larry Drebes, CEO of Janrain, says “… these results align perfectly with additional market research indicating that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them… “

Previous research commissioned by Janrain shows that almost every online consumer has received information while visiting a website that has nothing to do with their personal interests or demographics. This new study further demonstrates that online consumers are overwhelmed and running out of patience:

  • 74% get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests
  • 67% would leave the site if asked for donations from a political party that they dislike the most
  • 57% would leave the site if they were married and shown ads for a dating service
  • 50% would leave the site if shown a recommendation to purchase underwear that is for the opposite gender

When online consumers are asked what they would be willing to give up to receive appropriate content based on their personal interests on all of their favorite websites, the responses revealed a huge opportunity for online marketers to personalize website experiences for consumers.

 Percentage of consumers who would be willing to give up:

  • 28%- Social networks for a week
  • 25%- Chocolate for a month
  • 21%- Mobile or smart phone for a day
  • 17%- Having to use only a landline phone for a week
  • 13%- Sex for a month

 The survey results show that consumers are still somewhat wary of providing personal information to online businesses without knowing more about how it will help to improve their website experience:

  • 57% are OK with providing personal information on a website as long as it’s for their benefit and being used in responsible ways
  • 77% would trust businesses more if they explained how they’re using personal information to improve their online experience

“Consumers have been pretty consistent and clear in their feedback,” commented Drebes. “… to avoid alienating them… give them… personalized, relevant content using their data in a responsible and transparent way…”

For additional information from Janrain, please visit here.


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