世論 What Japan Thinks

Looking at my recent statistics, everyone seems pretty much ad-blind on WJT, so looking at this recent survey from goo Research and reported on by japan.internet.com into internet advertising, their third regular survey on this subject, it looks like I need to get more goo monitors visiting my site!

Demographics

Between the 2nd and 5th of February 2009 1,092 members of the goo Research monitor group completed a private internet-based questionnaire. 53.2% of the sample were male, 16.5% in their teens, 18.1% in their twenties, 21.4% in their thirties, 15.9% in their forties, and 28.0% aged fifty or older.

I think one can infer that the 15.3% in Q1SQ1 who find advertisements useful includes most if not all of the 14.3% in Q1SQ2 who purchased items as the result of a click. Although one in seven have made a purchase through a search click, there is no information to the total number of clicks to total number of purchases. In addition, not all clicks are through to purchases; indeed I’ve just blocked one advertiser who is promoting their site that contains nothing but stolen content (in fact, twice-stolen, most likely), which I thought was against the Google AdWords rules.

Research results

Q1: Have you ever clicked the contextual advertisements to the top, right, etc of search results? (Sample size=1,092)

Yes (to SQs)	70.0%
No	19.6%
Don’t know if I have	7.6%
Didn’t know there were advertisements there	2.8%

For the first two surveys the click rate was pretty much similar, within the margin of error.

Q1SQ1: Do you think contextual search advertisements are useful? (Sample size=764)

Very useful	1.0%
Useful	14.3%
Useful to some degree	46.6%
Don’t care if they are there or not	33.6%
Would rather not have them	4.5%

Q1SQ2: Have you every purchased goods, services as the result of clicking an advertisement? (Sample size=764)

Yes	14.3%
No	80.1%
Don’t know	5.6%