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AOL UK’s exclusive new research, Brand New Britain : Exploding the myth behind Middle England has identified a rising consumer demand for comfort and relaxation online. This presents a valuable opportunity for advertisers waiting to be explored even further.
- The internet is over taking other media as a destination for relaxation, with more users now using the internet (60%) for downtime than the radio (41%), TV (58%) or newspapers (50%).
- However, the study shows that despite the majority of consumers (55%) choosing the internet out of work to ‘relax’, few describe the experience as comforting (8%) or safe (6%).
- By understanding the online consumers' minds and responding with appropriate messages, advertisers can build a more emgaging dialogue with their audience and have a better chance of initiating a purchase decision, which, unlike other media can be made immediately online.
So, can we capture the warmth of ‘comfort’ in online advertising? The commercial opportunity is too valuable not to try.
For more information please read our press release and FAQs, or contact Andrew Bradford on 020 7348 8474 or andrew.bradford@corp.aol.com
Changes in Popular Culture
