TV and online adverts are losing influence as consumers are increasingly plugging into the news.
The study found 67% of Americans are consuming more or about the same amount of news since the coronavirus outbreak began. But, TV commercials are no longer influencing a majority of consumers to buy products.
Nearly half of consumers said positive online consumer reviews and positive stories on the news influence them the most when it comes to buying a new product or service. However, 36% of respondents claimed they are on their mobile phones or laptops and multi-task during TV commercials.
Another 17% of viewers fast-forward through commercials, while 10% of respondents walk out of the room to finish a task. Moreover, around 42% of consumers prefer online news as their primary source of information.
[2 minute read]