Survey shows Internet users prefer PR to ads

An interesting survey was released recently, which not only seems to support this point, but provides an interesting perspective into the reading habits of young people. Many of us thought they didn't read anything beyond misspelled text messages. Ragan's PR News Daily noted an ARAnet poll based on polling by Opinion Research Corporation, showing that Internet users prefer PR over advertising. The article appeared on eMarketer.

"If a company wants someone to act then it should mobilize a PR campaign," according to the poll. "Articles that include brand information were more likely to move U.S. Internet audiences to act than banner ads, pop-up ads, e-mail offers and sponsored links."

There may be some good reasons for that. For one, surfers have become sophisticated, educated and smarter. They know what site or type of site they are looking for. Second, just as with TV and the movies, but more so on the Web, the ads, pop-ups in particular, are more intrusive and often prevent the user from moving forward without responding in some way. Sometimes you exit from several windows and see a pop-up window asking you to take a survey about your shopping experience for a chance to win a Wii or laptop. If you follow the trail long enough, you reach a catch: buying magazines or whatever. Our inboxes are inundated with guaranteed offers of success that you can't tell the legitimate ones from the scam ones.

"A key finding for marketers is that younger audiences respond to information that reaches them in the form of articles," said Scott Severson, president of ARAnet, a company that produces branded articles. "More than two-thirds of the respondents between 18 and 34 said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently." Internet users are least likely to respond to pop-up ads, the poll also found.  

Overall, in the poll conducted in March of 1,074 people 18 or older, to the question "Are you very likely/somewhat likely to read and take action after viewing online ads?" 51% said online articles that included brand information; 47% answered e-mail offers; 39% said sponsored search links, 25% banner ads, and way at the bottom, 13% said pop-up ads. Combine the written formats and you have 98% preferring written word.

The breakdown of demographics highlighted interesting results. Male and females were virtually dead even (51%-50%) to combined very likely/somewhat likely to take action after reading an online article with brand information.

Among age groups the average combined somewhat likely/very likely from 18-54 was 67%, while from 55-65+ the combined figures were 42%-27%. The probable cause for the results among older age groups is unfamiliarity and discomfort with the Internet.

Amazingly, the demographics for race showed 64% of Hispanics, 51% of African-Americans, 47% of whites were somewhat likely/very likely to take action. Here, you would expect a majority of whites taking action since they are likely to have disposable income. The high rate of Hispanics is surprising but also reflects the growth of the Hispanic population in the United States. If Hispanics are being influenced by PR articles, then more of these articles and web sites should have Spanish language versions.

When you look at income, there is also some startling information. Besides, those households making more than $75,000 a year showing 56% somewhat likely/very likely to act, those with less income are somewhat likely/very likely to respond: 51% (under $25,000); 55% ($25,000-$40,000); 47% ($40,000-$50,000); 41% ($50,000-$75,000).

Despite all these statistics showing public relations articles leading to action, closer looks shows a different story when somewhat likely and very likely are separated. Among all the demographic populations, the highest figure for very likely was only 21%, for ages 18-24. As for somewhat likely, no group scores 50% or greater. The highest figure for not at all likely was 40% for age 65+.

Like most public relations campaigns, they still should be targeted to populations most likely to act. Do a survey of your database to find out the above demographics and consider sending out separate e-mail marketing pieces that would apply to that group. Find someone or a service that can translate your PR pieces into Spanish. Some web host companies offer multi-lingual options for web sites. How neat would it be for a Hispanic or Latino to open your e-mail marketing newsletter and see it in Spanish? That courtesy alone might earn you a few extra points - and action.