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Switching Channels

IBM’s End of Advertising research shows that UK consumers are more addicted to the web than to television. However, the influence of advertising on the internet appears to fall behind that of traditional channels.

The survey found that the majority of respondents used the Internet for personal use for between one and four hours. However, the number of people who used it for more than four hours was relatively large, with 17 per cent of respondents putting in over six hours of personal internet use per day.

Television, on the other hand, is rarely watched for more than six hours a day, with double the number watching for less than one hour. Arguably, these results should be taken with a pinch of salt, since the internet statistics include the controversial personal time at work, which perhaps artificially tips the scale in favour of online.

UK viewers are not especially impressed by online advertising, though. Well over three-quarters said that they felt that their impressions of products or companies were most affected by television spots or print media. Such results are nototiously suspect, though: people’s beliefs about what does or does not affect them may not be an accurate reflection of the truth.

Unsurprisingly, the survey finds that internet users are least annoyed by the least intrusive forms of advertising. Traditional banners were the least annoying form of advertising for 34 per cent of respondents. Advertising clips placed within video segments are the most objectionable, it seems, with 33 per cent claiming that this is the worst form of advertising on the ‘net. Advertisers and media owners might well observe that these figures are in inverse proportion to how noticeable these ad spots are, and their likely click-through rates.

The results of the UK survey, as well as results for the US, Japan, Germany and Australia are available in PDF format here.