世論 What Japan Thinks

I don’t really know what to make of the headline, but it was an interesting result that came out of a recent survey by goo Research, reported on by japan.internet.com, into internet advertising, the second regular monthly survey into this topic.

Demographics

Between the 22nd and 25th of December 2008 1,082 members of the goo Research monitor panel completed a private internet-based questionnaire. 53.1% of the sample were male, 16.4% in their teens, 17.8% in their twenties, 21.4% in their thirties, 16.1% in their forties, and 28,2% aged fifty or older.

Comparing Q2 with the results of the first regular internet advertising survey, I see that contextual search ads are perceived as marginally more useful than contextual contents ads, which is interesting. In addition, it appears people are more aware of contextual search ads according to the last survey compared to content-based contextual ads in this survey.

Research results

Q1: Have you seen contextual advertisements (AdSense, etc) in blogs, news articles, etc? (Sample size=1,082)

Yes (to SQ)	45.9%
No	33.1%
Don’t know	20.1%

Q1SQ: Do you think contextual content advertisements are useful? (Sample size=497)

Very useful	2.6%
Useful	11.7%
Useful to some extent	44.7%
Not bothered whether they are present or not	33.8%
Better if they weren’t there	7.2%

Q2: Which of the following kinds of advertisements have you clicked? (Sample size=1,082, multiple answer)

	Votes	Percentage
Banner advertisements (text, image, flash, etc)	495	45.7%
Affiliate links	335	31.0%
Text advertisements in search results	327	30.2%
Contextual advertisements in blog entries, articles	305	28.2%
Email newsletter advertisements	295	27.3%
Other	36	3.3%