Emails Most Effective At Getting Consumers Online

A new study claims that advertising via TV and newspapers is the second most effective form of advertising behind emails at encouraging consumers to go online.

The study, carried out by Response One, sampled 1,000 UK adults during January and February.

It found that customer e-mails are 52% more likely than average to inspire a web visit and serious purchase consideration, followed by TV/newspaper advertising, at 34%.

The majority of those polled said they did not consider advertising on social networking sites, deeming it to be 26% less likely than average to encourage online spending activity.

However, those polled within the 18 to 24 demographic said both social network ads and mobile texts were 22% more likely than average to inspire a web visit and serious purchase consideration.

Amanda Ling, data intelligence director at Response One, said the study dispelled the myth that online advertising was the best means of driving web visits and purchases.