世論 What Japan Thinks

One very useful number came out of this recent survey from goo Research and reported on by japan.internet.com into internet advertising, their fifth regular survey on this subject, how often advertisements in search results catch people’s eyes. You may use the third regular survey as a cross-reference.

Demographics

Between the 20th and 23rd of April 2009 1,071 members of the goo Research monitor group completed a private internet-based questionnaire. 52.9% of the sample were male, 16.1% in their teens, 18.3% in their twenties, 21.6% in their thirties, 16.3% in their forties, and 27.7% aged fifty or older.

I think Q1SQ2 is a bit of a confusing result – only 14.8% of adverisement clickers have purchased items, but not all advertisements are selling things, and even advertisements that are are often not directly selling.

I never see search ads, and it’s blocked over 400,000 advertisements in the nine months I’ve had it.

Research results

Q1: Have you ever clicked the contextual advertisements to the top, right, etc of search results? (Sample size=1,071)

Yes (to SQs)	69.5%
No	20.3%
Don’t know if I have	7.0%
Didn’t know there were advertisements there	3.3%

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

Q1SQ1: About how often do you see contextual advertisements in search results? (Sample size=774)

Almost always look at them	16.3%
Often look at them	40.2%
Occasionally look at them	37.8%
Never see them	5.8%

Q1SQ2: Have you ever purchased goods, services as the result of clicking an advertisement? (Sample size=774)

Yes	14.8%
No	80.2%
Don’t know	5.0%