Features considered attractive in marketing messages in the UK in 2012

The graph shows which marketing massages' characteristics UK consumers considered attractive in 2012. During the YouGov survey, 26 percent of respondents stated that marketing messages clearly tailored to their personal interests would be likely to make them respond positively.

Which, if any, of the following would make you more likely to respond positively to marketing messages?

Share of respondents
If it was clearly tailored to my interests26%
If it was specific to my location22%
If it was contextually relevant to something I'd just been doing21%
If it was sent/ I saw it at an appropriate and relevant time14%
If it was clearly tailored to my sex and age9%
If the phrasing of the advert/ message was "attention-grabbing"7%
In it invited me to participate in a short, fun game or challenge4%
None of these37%
Don't know10%
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Source

Release date

February 2012

Region

United Kingdom

Survey time period

2012

Number of respondents

n = 2,054

Age group

8-19 years

Method of interview

Online survey

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