New research reveals what adverts consumers dislike the most
Four out of ten people believe online ads are the most intrusive form of marketing
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- Nearly half (43%) of respondents view online ads as the most intrusive form of advertisement
- Offline marketing is seen as a more positive method in comparison, with flyers more informative than online ads.
In the aftermath of recent scandals surrounding personal data misuse and online privacy, instantprint has conducted a study to see how people value online and offline marketing, their personal data and more.
Conducted in association with Atomik Research, instantprint found that four out of ten (43%) people view online ads are the most intrusive form of marketing. In addition, consumers have become sensitive to data privacy, believing these adverts invade privacy more than TV adverts (28%) and radio adverts (8%). Meanwhile, flyers were deemed the least intrusive (7%).
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As data breaches become more commonplace and company reputations suffer, the survey illustrates that their personal data being shared without their consent is a concern, as 56% of people would rather receive a flyer every week of their life than see ten of their personal photos appear on Google.
Despite the increasing reach and proliferation of online advertising, offline flyers carry significant appeal for consumers, with 21% regarding flyers as more trustworthy, above both online ads (17%) and posters (11%).
Personalised leaflets with discounts (32%) were more attention-grabbing than TV adverts (24%), targeted online ads (12%) and posters (5%).
How can robust data security improve the customer experience?
Flyers (30%) were also perceived to be more informative than online ads (24%), highlighting that small businesses can continue to use offline marketing to their advantage in 2018.
Co-founder of instantprint, Adam Carnell, discussed how privacy concerns have affected consumer behaviour: “Small businesses need to be aware that consumers value their personal data and are becoming warier of how companies handle their information.
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“To gain customer data, businesses need to earn people’s trust through great products and reliable customer service.”
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Data security in customer experience: Market research
