Marketers strive to develop and effectively distribute influential marketing and advertising. This is illustrated by the amount spent on advertising each year and the sheer volume of advertisements that consumers encounter in their daily lives. According to Ad Age, the 100 leading national advertisers spent an estimated $104.5 billion on U.S. advertising in 2012. In 2007, Yankelovich estimated that a consumer living in the city saw, on average, up to 5,000 ad messages per day. At SpyderLynk, we wanted to find out what happens when a consumer notices and is motivated by marketing.
To better understand those moments and what mobile satisfaction means for consumers, we just completed a study with Research Now in which we surveyed 1,000 Internet and mobile phone users across the country. We received responses from a wide spectrum of consumers ranging in age from 16 to 59, both male and female, and with a broad dispersion of household incomes. In this article, we'll share what we've learned about consumers' desires, perceptions, habits and satisfaction about advertising and marketing.
First, which is really good news for marketers, we found that, generally, marketers are making an impact, which the responses below validate. While some studies say that consumers don't trust advertising, when we asked, consumers' general sentiment was positive:
- 84 percent of respondents said they either enjoy and/or find value in marketing and advertising.
- 34 percent of respondents said that they either loved or liked receiving marketing and advertising.
- 53 percent of respondents said that they "occasionally" find value in the advertising/marketing that they see.
- 13 percent of respondents said that marketing and advertising "really bugs me" a lot of the time.
However, taking a deeper dive, we asked our survey participants how many times advertising made them curious and how many times they actively sought more information to satisfy that curiosity. (Advertising was defined as TV commercials, in-store marketing, magazine advertising, billboards or any other advertising method that a brand may try to communicate offers.)