Netpop | Response - We developed Netpop | Response to investigate the relationship between smaller sites and online advertising. From over one hundred special interest categories, the 1,356 broadband users who participated in this study generated over 17,000 site “mentions,” spanning over 4,000 unique web domains. Each site mention was rated to understand how users react to the brands and products advertised on those sites
In addition to special interests and size of site, Netpop | Response examines the impact of type of site (e.g., shopping or search engine), demographics, and psychographics on response to advertising among broadband consumers.
Table of Contents |
Charts and Tables Index
Introduction
1.2.1 Percentage of Spare Time
1.2.2 Allocation of Total Time Spent Online
1.2.3 Type of Web site Considered to Be Primary
Home Page/Start Page
High– Versus Low–Traffic Sites
2.1.1 Percentage of Unique Domains (Web Sites) that Fall
into Each Size of Category Based on Numbers of
Unique Visitors
2.2.1 Percentage of Unique Domains versus
Percentage of Site Mentions by Size of Site
2.2.2 Total Number of Mentions
2.3.1 Special Interests Supported by Large versus
Small Sites
2.3.2 <1M versus 1M+ Unique Visitors by Gender and
Tenure
Response to Online Advertising
3.2.1 Response to Ads across All Sites (Total)
3.3.1 Response by <1M and 1M+ Unique Visitors
3.3.2 Response by Size of Site
3.4.1 Response by Favorite versus Least Favorite Sites
3.4.2 Response by Favorite versus Least Favorite by Size
of Site
3.5.1 Why Sites are Likely to Advertise Products or Brands
of Interest
Response by Category
4.1.1 High and Low Response Interest
4.2.1 Shopping Sites versus Major Category Sites
4.3.1 Size of Shopping Site
4.4.1 Response to Online Spending
Response by Demographic Groups
5.1.1 Conviction of Response by Gender
5.2.1 Response by Age
5.2.2 Interest in Products or Brands by Age Groups and Interest Categories
5.3.1 Response by Tenure Online
Response by Psychographic Profiles
6.1.1 Resposne by Segment
Contact Media Screen
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