-For advertising, journalism, internet and Internet cafes.

First, the basic situation comparison

Internet cafes: Most people have been surfing the Internet for 2-4 years, aged between 18-25. Internet cafes are mostly low-and middle-income people. The user who spends the most time online every week is11-15 hours.

Journalism: The time spent using the Internet is basically two to four years, and their total number is more than half. Judging from the frequency of surfing the Internet, nearly 60% of people use it at least once a day, followed by once every 2-3 days. As for the time spent surfing the Internet every week, 30% of the respondents reached 6- 10 hours, with an average of about 1.5 hours per day, and nearly 20% were the last 30 hours. These people spend almost five hours on the Internet every day.

Advertising industry: The survey results show that among the surveyed 1 14 employees, young people aged 18-25 use the Internet the highest, reaching 63%, and low-and middle-income users still occupy the main body. 33% of the respondents have been exposed to the Internet for 2-3 years, and 25% have been exposed to the Internet for 3-4 years. In addition, 32% users surf the Internet several times a day or once every 2-3 days, and 46% users spend less than 5 hours a week surfing the Internet.

Network industry: 75% people surf the Internet every day; About 50% of the respondents spend 2-4 years online, and 53% spend more than 30 hours online every week.

Second, the comparison of online advertising effect evaluation

1, view rate of thousands of advertisements:

Internet cafes: Among the valid 1 14 questionnaires, 7. 125% people think that they never browse online advertisements actively; 3 1.5% people think that 1-5 of 1000 advertisements will be actively browsed, and no one will read more than 100 advertisements, which means that readers' reading acceptance only accounts for 10% of the total advertisements, so their participation attitude is not good.

Journalism: As far as people's acceptance of online advertising is concerned, the result is not optimistic. The vast majority of the audience are disgusted with online advertising. About 65% people will actively browse 1-5 out of/kloc-0,000 advertisements, and almost no one will browse more than 60 online advertisements.

Internet industry: 38% of the respondents will actively browse 1-5 out of/kloc-0,000 advertisements, 34% will browse 6-20 advertisements, and almost no one will browse more than 60 online advertisements.

2. What content ads will you click on?

Internet cafes: entertainment and sports games have the highest click-through rate in content, followed by knowledge, education and learning information, and news again.

Journalism: From this issue, we can see that netizens' demand for online news information is the most important, followed by educational information and health information. It seems that the advantages of online media in news are unshakable.

Advertising industry: According to the survey of 1 14 advertising practitioners, the top three most suitable advertising contents to be published on the Internet are entertainment, sports games (19%), knowledge education and learning information (15%) and news information (12).

Network industry: the highest is entertainment and sports games, with 20% people choosing this one; Followed by prize-winning publicity activities, with 14% people choosing, followed by news information and public welfare publicity, each accounting for 13%.

3. What kind of advertisement can attract people's attention most?

Internet cafes: 35.9% people chose advertisements with dynamic words and images; 19.2% chose pure animation advertisements; The number of people who choose static plus static advertisements is the least, accounting for only 5% of the total.

Journalism: The survey results show that simple static words and images are rigid, in contrast, the combination of static and dynamic words and images is the best. Its form is lively, with a certain emphasis on performance, which can better show the appeal effect. However, pure animation is mostly for appreciation, and people pay less attention to it. For the form of online advertising, the dynamic mode is more attractive than the static mode, and the image mode is more attractive than the text mode. It seems that this is the constant development trend of online advertising in the future.

Advertising industry: 35% of the respondents think that the advertisement of "dynamic text+dynamic image" is the most attractive to the audience, followed by 20% who think that the advertisement of pure animation is more attractive; The least attractive thing is the advertisement that combines static words with static ones.

Network industry: The most attractive advertisement is dynamic text+dynamic picture (32%), followed by static text+dynamic picture (365,438+0%), and the least attractive advertisement is also the combination of static text and static.

4. What kind of website is best for browsing online advertisements?

Internet cafes: news websites are the most popular, with 32% people making this choice; The advertising selection rates of portal websites and game websites are both16.6%; Only 7% people think they are the least likely to visit the websites of government or public organizations.

Journalism: Among many types of websites, bbs website has become the main way for people to accept online advertisements. Because the audience of bbs websites has certain object specificity, the advertising content published by such websites has certain pertinence and the audience is willing to accept it. Moreover, portals and search engines are also the main ways to accept and understand, because people can get first-hand information in the quickest way on portals, and search engines are closely related to the characteristics of the Internet, so people use search engines more when searching for information.

Network industry: 30% people think that portal websites are the most suitable for publishing online advertisements, followed by BBS websites and news websites, and 18% people support it.

5. What caused you to browse advertisements?

Internet cafes: 33.3% people want to get the information they need through advertisements; 30% people are just curious, that is, they don't need or intend to buy the advertised products, and they will only pay attention to the advertisements because they attract their attention. 16.6% people choose to watch advertisements because of misoperation, being fooled and forced. It seems that there are many reasons for the audience to watch advertisements, so we must analyze the specific problems.

Journalism: As for the reasons for browsing online advertisements, 38% people are forced to take the initiative to seek, accounting for only 20%, 20% people want to see it because of its outstanding form, and 22% people want to know more. As can be seen from the above, although 38% people are unwilling to accept online advertisements, 60% of them are actively biased. According to the survey, if there is an important and novel form that can attract the active appreciation of netizens, the information sent must also be related to the website, because 20% of people are purely actively looking for information. Therefore, the form and content of online advertising have become the key to the success or failure of the whole online advertising.

Network industry: 33% people want to get the information they need through advertisements, and 29% people want to know more about the specific content of advertisements out of curiosity; There are also 22% respondents because of misoperation, deception and coercion.

6. Reasons for users' dissatisfaction with online advertisements

Internet cafes: The survey results show that the biggest problem of online advertising at present is to interfere with users' normal online activities, followed by too many, and the audience doubts the authenticity of online advertising information.

Journalism: 38% users think that online advertising "disrupts online activities", and 22% users doubt the credibility and accessibility of online advertising.

Advertising industry: 36% of the respondents think that the appearance of online advertisements interferes with their online activities, followed by 22% who currently have too many advertisements and 18% who think that online advertisements are not authentic enough.

Internet industry: 33% of the respondents think that the appearance of online advertisements interferes with their online activities, followed by 24% who have too many advertisements at present, and 22% who feel that there is something wrong with the form of online advertisements.

7. What factors will make online advertising more effective?

Internet cafes: 43.9% of the respondents suggested that "the information provided by the website is more credible", 34.2% thought that the content that should be improved was more targeted, and another 28% thought that the improvement of advertising design should be the third content that should be improved.

Journalism: the information is not true enough to be the beginning of the public; Second, I think the goal needs to be strengthened. The website can master users' age, gender, geographical distribution, hobbies, income, occupation, marital status and other data by establishing a complete user database, and then help advertisers to put advertisements in a targeted manner through accurate advertising positioning technology. Ranked third: improving advertising design.

Advertising: 49% of the respondents believe that websites can only make advertisements more effective by providing people with more reliable information. 16% people think it should be more targeted; 15% people think that more perfect measurement standards are needed.

Network industry: 40% people think that online advertising needs to be more targeted; 26% people think that the information provided by the website to advertisers should be more credible; 23% people think that advertising design needs further improvement.

8. Attitude towards major online advertisements.

Internet cafes: According to the data, people generally don't like the attitude of the main types of online advertisements. Among them, the most disliked is the pop-up online advertisement, because it will interfere with the surfers and make people tired of those pop-up advertisements. Secondly, oversized advertisements appear on the whole computer screen, which affects surfing the Internet. We don't like email style, which will affect their storage space, but we accept text title connection and button style. Internet surfers will click on advertisements that attract them, thus being more targeted. So we can see that everyone is unwilling to accept compulsory advertising.

Journalism: Generally speaking, respondents don't like online advertising. The lowest acceptance is "jumping out, oversize, email", and the higher acceptance is "swimming, writing, pressing keys."

Advertising industry: the top three types of online advertisements you dislike the most are: jump-out, oversized (including full-page and insert) and mail (letter); The top three favorite online advertising types are: jump-out, swim-in, and button; It can be seen that rigid advertising forms will reduce the effect of advertising, and can not give full play to the real effect of online advertising, but will only artificially increase the noise of advertising. Therefore, when publishing online advertisements, we should try our best to find feasible and diversified advertising forms.

Network industry: most people still accept the button type. Most people are more resistant to jumping out; Similarly, e-mail advertisements are not liked by people, because such advertisements are easy to block users' mailboxes and are regarded as spam by users. Comparatively speaking, banner advertisement does not hinder the normal operation on the Internet, and can be browsed at will according to preferences, so it has been recognized by people. However, tourist advertisements are excluded because of their great interference. As for the text headline advertisement, some people think that it can make the headline connection eye-catching and easy to remember. Some people think that this is too traditional and needs to be improved. Some people think that oversized advertisements are unnecessary because they occupy a lot of space.