Canada: attention paid to ad objectives 2012, by economic mobility

This statistic shows the responses to a survey about attention paid to advertisements based on objective in Canada as of December 2012, by economic mobility. During the reported period, 54 percent of those with downwardly mobile with debt stated that they were more likely to pay attention to an ad which gave them a chance to save money on a product they knew they needed.

Attention paid to advertising objectives in Canada as of December 2013, by economic mobility

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Source

Release date

December 2012

Region

Canada

Survey time period

September 24th to November 21, 2012

Number of respondents

1,600 respondents

Special properties

Online interviews and survey

Supplementary notes

Question: We are now going to present you with three pairs of advertising objectives. Which advertising objective makes you more likely to pay attention to an advertisement? The advertisement:
Downwardly Mobile With Debt represents those whose personal financial situation somewhat worse/much worse than a year ago and who have more debt than savings not including a mortgage (n=408)
Upwardly Mobile With Savings represents those whose personal financial situatio much better/somewhat better than a year ago and who have more savings than d not including a mortgage (n=473)
Date of online focus group: September 24th to 26th, 2012
Date of online survey: November 6th to November 21st, 2012

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