SEOUL, Dec.24 (Korea Bizwire) – A survey has revealed that among advertisements published through various media such as TV, internet and mobile, consumers picked ‘mobile advertisements’ as the least liked type of ads.
The Korea Broadcasting Advertising Corporation (KOBACO) announced the results of its ‘Media Consumer Research’ (MCR), which is conducted on a regular basis to gain insight into the tendencies of viewers to avoid advertisements among different types of media.
The results showed that 28.5 percent of the 7,693 respondents answered that the advertisements they wanted to see the least were ‘mobile advertisements’.
Internet ads ranked second (25.4 percent), followed by cable TV ads (24.1 percent) and IPTV/VOD ads (14.6 percent). The smallest number of respondents answered that they did not want to see advertisements on TV (7.5 percent).
A strong tendency to reject mobile ads showed in the results of the survey on what viewers felt when seeing an advertisement on different media.
A total of 32.2 percent of those who answered replied that they ‘never want to see mobile advertisements’, and 58.7 percent answered that they ‘don’t want to see mobile advertisements’, leading to the conclusion that 90.9 percent of viewers rejected mobile ads.
The rejection of IPTV/VOD ads (87.3 percent) was similar to the dislike of mobile ads (90.3 percent) and Internet ads (90.1 percent).
In contrast, viewers were more tolerant of cable TV ads and advertisements on free networks. The proportion of viewers who answered ‘never want to see an advertisement’ was 13.7 percent and 6.3 percent respectively.
KOBACO says that because people are used to watching advertisements on TV when they watch shows in real time, viewers have a relatively lower tendency to reject them.
By Francine Jung (firstname.lastname@example.org)