We asked respondents how many times they were more curious after seeing a product advertisement:
- 49 percent of respondents said they were one to nine times more curious about a product or service after they'd seen an advertisement.
- 21 percent of respondents said they were 10 times to 24 times more curious.
- And, the remaining 30 percent said they were 25 times to more than 50 times more curious.
We then asked survey respondents when their curiosity was piqued, what percentage of the time they would actively seek additional information:
- 30 percent of respondents said they would seek additional information 1 percent to 19 percent of the time.
- 18 percent of respondents said they would seek additional information 20 percent to 39 percent of the time.
- 21 percent said they would seek additional information 40 percent to 59 percent of the time.
- And, the balance of respondents (31 percent) sought additional information more than 59 percent of the time.
Extrapolating the results, nearly half of respondents actively sought more information less than 40 percent of the time ... meaning, marketers are missing golden moments of opportunity to satisfy consumers' curiosity (and, possibly, convert those curiosities to sales). This tells us that advertising and marketing is generating interest, but many of those who are interested walk away without satisfying their curiosity (absent an immediate way to do so, like with a mobile activator.)
Per the survey results:
- 60 percent of respondents said that they immediately wanted something more one to nine times after seeing an advertisement.
- An additional 13 percent said they wanted more 10 times to 24 times.
- And, finally, 27 percent said they wanted more over 25 times.
Yet, those same respondents, when asked what percentage of the time they actively sought more information: