We developed Netpop | Response to investigate the relationship between smaller sites and online advertising. From over one hundred special interest categories, the 1,356 broadband users who participated in this study generated over 17,000 site “mentions,” spanning over 4,000 unique web domains. Each site mention was rated to understand how users react to the brands and products advertised on those sites.
In addition to special interests and size of site, Netpop | Response examines the impact of type of site (e.g., shopping or search engine), demographics, and psychographics on response to advertising among broadband consumers.
High- vs. Low-Traffic Sites
Response to Online Advertising
Response by Site Category and Demographics
Response by Psychographic Profiles
Number of Tables & Figures: 20
Number of pages: 27
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