“Continued on the web” television adverts

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With what seems like most television commercials in Japan featuring a search keyword, and a few more specifically pointing to a continuation of the advert story on their web site, goo Research decided to take a look at television commercials with web search prompts, with the results of the survey being reported on japan.internet.com.

Demographics

Between the 23th and 25th of July 2012 1,100 members of the goo Research online monitor group completed a private internet-based questionnaire. 52.9% of the sample were male, 16.4% in their teens, 17.8% in their twenties, 21.5% in their thirties, 16.4% in their forties, 15.6% in their fifties, and 12.3% aged sixty or older.

What might have been a nice question to ask regarding these people who searched for a keyword but couldn’t find the page would have been what search engine they used, and if they used any sort of advertisement blocker.

I don’t think I’ve ever searched for a keyword from a television advertisement, so I’ll cheat by searching for the Japanese for “Continued on the web”, and present the first related video that I can embed in my post, so apologies in advance if the following is incredibly boring!


Research results

Q1: Have you ever seen a keyword labeled “Continued on the web”, etc, in a television commercial? (Sample size=1,100)

Yes (to SQ)80.5%
No19.5%

Q1SQ: Have you ever searched for that keyword labeled “Continued on the web”, etc, in a television commercial? (Sample size=886)

Yes, and found the page36.9%
Yes, but couldn’t find the page2.0%
No, never56.3%
Don’t know, can’t remember4.8%

Those 345 people who had searched were asked why they searched. The top reason was that they were interested in the continuation, with 190 people, or 55.1%, saying that. Next, 148 people, or 42.9%, were interested in the product being advertised, and 30.1% said they were interested in the promotion being advertised.

Of the 148 people who said they were interested in the product, 8 people failed to find the site, so the remaining 140 were asked the following.

Q2: After viewing the site, did you want to buy the promoted goods? (Sample size=140)

Wanted to buy27.1%
Didn’t want to buy23.6%
Can’t say either way35.0%
Don’t know, can’t remember14.3%

Of the 104 people who said they were interested in the advertised promotion, 4 people failed to find the site, so the remaining 100 were asked the following.

Q3: After viewing the site, did you want to participate in the promotion? (Sample size=100)

Wanted to participate61.4%
Didn’t want to participate9.9%
Can’t say either way15.8%
Don’t know, can’t remember12.9%
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