Big Spenders More Likely to Click on Personalized Ads

January 22nd, 2009 by Nick Gonzalez

A survey (pdf) by ChoiceStream found 39% of online consumers are more likely to click on an ad if it is personalized. But that percentage jumps to 58% among those who shop online at least several times a month.

Via Marketing Charts:

“The more a shopper spends, the greater the interest in personalized ads: 50% of those spending more than $250 online over the previous six months say they are more willing to click on personalized ads, but only 32% of those who spend the least say so.

Consumers are surprisingly aware of the effect of ads on their behavior. Some 70% of consumers admit that their purchase decisions are at least sometimes influenced by having seen an ad for an item.

A significant percentage of consumers admit they are influenced by brand advertising as well: 39% say they are more likely to buy from vendors or retailers that they have seen advertised than from unrecognized sources. Those who spend more are more likely to admit being influenced by advertising.

A full 60% of shoppers are aware that retailers use information about their online shopping behavior to target advertising to them, the study found.”

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