Different content environments generates different consumer perceptions and responsiveness to the content and advertisers.
A recent research A Sense of Place: Why Environments Matter” conducted by Harris Interactive showed some interesting findings on how consumers perceive content in different online environments, and whether these perceptions impact advertising receptivity and consumer response.
The study assessed perceptions and responses in three key online environments:
- Media properties (e.g., NYTimes.com)
- Portal channels (e.g., Yahoo Sports)
- Social networks (e.g. Facebook).
the key findings are:
- Consumers are more likely to trust content on media sites (72%) than portal channels (60%) and social media (23%)
- Audiences on media sites are significantly more likely to believe these sites’ advertisers are high quality and reputable (24%), compared to portal channels (20%) and social media (8%)
- People who recall purchasing from a site’s advertisers are significantly more likely to do so from media sites (8%) than portal channels (5%) or social media (3%)
- Those loyal to media sites are more likely to purchase from advertisers on these sites (15%) than portal loyalists or social media loyalists (8% and 4% respectively)
Now you know you should treat different content sites differently when it comes to deploying your content strategies.
{ 0 comments }
