Listen Up: Users Speak Out on Ad Preferences, Usage Patterns and Engagement

A new study by Universal McCann and featured in AdWeek tapped 1,000 18-49 year olds who are classified as “heavy” Internet users – meaning they have accessed the Web at least 11 times in the previous seven days – and surveyed their online consumption habits.

A few of the studies findings are highlighted below with results that include: pop-ups are forever hated and must be destroyed, everyone is blogging and the multi-screen experience is alive and kicking.

Advertising

Pop ups remain the least popular form of advertising – 88 percent of users think they’re unacceptable

Site sponsorships, banners, buttons and sponsored search results are ok with 80 percent of those polled

Using that same advertising in email drops acceptance to 48 percent

Paid endorsements by bloggers didn’t bother 60 percent of respondents

Blogs

71 percent of 16-34 year olds participate in blogging activity

54 percent of users aged 35-49 engage in the behavior

Engagement

54 percent of respondents report watching TV while online

47 percent listed to non-radio music while online, with 41 percent listening to the radio

Only 15 percent go online without participating in other activities

Usage

The top three online activities are: 1) instant messaging, 2) price-comparison shopping and 3) social networking

Podcasting still has some strides to take in adoption, with only 13 percent of survey participants using the technology

With UM estimating 100 million people (or one-third of the U.S. population) now fitting the definition of “heavy” users, embracing the above results and making them work for your brand could give you a leg up in the increasingly competitive online environment.