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Online consumers more receptive on niche sites

06 Nov 2012 11:19 GMT Back
Online consumers more receptive on niche sites
DMA News

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92% of consumers visit sites specific to their interests when searching for online content, suggesting that major portals are losing their stronghold on consumer attention. 

The results appear in Mediasyndicator’s 2012 Vertical Engagement Report, which commissioned YouGov to assess consumer behaviour online

The report found that 44% of consumers see sites specific to their interests as more reliable sources of information and 32% of them believe they feature more interesting content.

The same is true among young consumers, with 39% of 18 to 24 year olds saying they are more likely to click on online advertisements if they are relevant to their interests. 

Marketers should, according to the report findings, have a presence on sites specific to consumer interests so that they can reach them at the point when they are most engaged and in tune to advertising. 

Social media is also cited as influential, with 52% of respondents saying they are more likely to click on an ad if it has some kind of social endorsement

Mediasyndicator’s CEO, Spyro Korsanos, said: “Traditionally, when consumers opened their web browsers, the first pages they saw were the homepages of major portals, such as AOL, Yahoo or MSN. As such, these sites were considered as prime inventory for advertisers trying to connect with online audiences. 

As patterns in consumer online media consumption were transformed, consumers’ reliance on these sites has changed. In fact, recent figures from comScore show that sites such as AOL, for example, experienced a 9.7% drop in unique visitors in just one year between 2011 and 2012.”

Posted by

Smarayda Christoforou

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