CGM verdring traditionele advertenties
Intelliseek komt binnenkort met een update van het spraakmakende onderzoek naar de betrouwbaarheid van adverteren. Vorig jaar werd al geconstateerd dat Consumer Generated Media (CGM) meer invloed op consumenten heeft dan traditionele radio en tv-advertenties. We moeten nog even wachten op het definitieve rapport, maar in het persbericht toch al een paar aardige cijfers.
Word-of-mouth: Consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio/TV ads ? a slightly higher level of influence/trust than found in the 2004 study co-authored by Intelliseek and Forrester.
Attitudes of Ad-Skippers: While fewer than 20 percent indicated they use or own digital video recorders or TiVo-like services that permit ad skipping, a majority of respondents indicated that they “deliberately skip over advertising on the television.” In addition, “ad skippers” are more likely to learn about new product trends and brands than consumers who do not regularly skip ads. They are 25 percent more likely to want to “create a dialogue” with others on Internet message boards and forums, especially to learn new information and have questions answered.
Teens and CGM: Teens lead all segments in overall CGM creation but remain more trusting of advertisers. Nearly 30 percent of teens now actively create CGM by sending photos via their cell phones, 45 percent have experimented with or created a blog, and nearly 10 percent subscribe to RSS feeds.
Bloggers vs. Non-Bloggers: Bloggers create an enormous amount of CGM across numerous sources, elevating their overall influence, the study finds.
Women vs. Men: Men are more likely to spend time on Internet message boards, forums, and discussions, while women expressed a higher tendency to “forward something (they) had found on the Internet to others,” especially “things like scams or computer viruses.” About equal numbers of men and women create blogs.
Total Recommendations on the Web: Consumers are on track to post close to 2 billion comments on the Internet by the end of 2005, a significant increase over the previous year, according to Intelliseek estimates.
Key Industries Susceptible to CGM Impact: Health/medical, auto, electronics, video games and music categories have the greatest likelihood of being influenced by CGM.
Negative reaction to Shill Marketing: Intelliseek’s research also looked closely at consumer attitudes toward artificial buzz or so-called “shill” marketing, in which consumers are paid or offered incentives to recommend products or brands. One-third would be disappointed if a trusted contact did not carefully disclose a paid or incentive-based relationship, 26 percent said they would never trust the opinion of that friend again, and 30 percent said they would be less likely to buy a product/service.