Young web users 'keen to engage with brands online'

Category: Online marketing

November 13th 08, 08:47

New research has suggested that today's young internet users are willing to engage with their favourite brands online through a variety of media.

The survey of 12,603 18 to 24-year-olds from 26 different nations by Synovate for Microsoft showed that 47 per cent regularly click on web ads, while 28 per cent discuss brands on message boards.

A further 23 per cent of respondents said they had added branded content to the instant messaging service they use, with 19 per cent adding such content to their own homepages or social networking profiles.

Meanwhile, one-quarter of web users revealed that they had uploaded marketing clips to video and social networking sites in the last month.

"If advertising is done in a relevant and credible way, young adults are actually eager to interact, share opinions and even pass the message on," commented Beth Uyenco, global research director at Microsoft Advertising.

A recent Gartner report indicated that the market for protail video ads - clips that are delivered in an episodic manner and fall between the professional and user-generated content categories - will see significant growth by 2012 as a result of the engagement of Web 2.0 communities.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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