世論 What Japan Thinks

Since I started running an ad blocker (Ad Muncher), I don’t see any advertisements in search results. However, the use of such software was not investigated in this recent survey published on japan.internet.com and conducted by goo Research into the topic of internet advertising. This is the first in a regular (monthly, presumably) series.

Demographics

Between the 17th and 20th of November 2008 1,091 members of the goo Research monitor panel completed a private internet-based questionnaire. 53.2% of the sampe were male, 16.7% in their teens, 18.2% in their twenties, 21.4% in their thirties, 16.0% in their forties, and 27.8% aged fifty or older.

Note that this report concentrated on search results advertising, but the full survey covered many more kinds of internet advertising.

As you might have noticed, I’ve started with contextual advertisements in my RSS feed. Perhaps next month’s survey might cover them, but given the low figures for RSS usage, I don’t hold out much hope!

Research results

Q1: Have you ever clicked the contextual advertisements to the top, right, etc of search results? (Sample size=1,091)

Yes (to SQs)	72.8%
No	17.3%
Don’t know if I have	6.8%
Didn’t know there were advertisements there	3.1%

Q1SQ1: How often do you see contextual search advertisements? (Sample size=794)

Almost always see them	18.4%
Often see them	39.7%
Sometimes see them	35.1%
Rarely see them	6.8%

Q1SQ2: Do you think contextual search advertisements are useful? (Sample size=794)

Very useful	2.6%
Useful	14.1%
Useful to some degree	45.3%
Don’t care whether they are there or not	32.6%
Would rather not have them	5.3%