Interest in online advertising exceeds television

Interest in online advertising has overtaken TV advertising, according to a new survey.

Exposure to offline advertising is decreasing while exposure to online advertising is increasing, according to the Misco Social Media Usage Trends Survey, conducted in association with the Ornate Group.

A total of 66% of respondents said they were exposed to offline advertising, up from 86% in 2018, while 91% said they were exposed to online advertising, up from 80% in 2018.

Respondents were asked where they preferred to watch/hear/read the advertisements. The result shows that social media has overtaken television as the preferred medium.

While there was a peak in 2021 for both media, the longer-term trend shows a slight decline for TV and a slight increase for social media, to the point where 38% prefer to watch/hear/read ads on social networks and 34% prefer television. The radio comes in third place.

There was an obvious drop for magazines and an increase for email. Overall, 54% prefer watching/hearing/reading advertisements on online media compared to 45% in 2018, while 63% prefer offline media compared to 73% in 2018.

Andrew Zammit-Manduca, Founder of Ornate Group, said, “Online marketing has now become mainstream marketing alongside offline marketing, and these results confirm that trend. Companies therefore need to dedicate the appropriate resources to ensure a good return on investment from their marketing spend.”

Shopping online

A total of 76% of respondents said they shop online. This is a slight increase from 2021, but less than 2020. In terms of longer-term trends, 2022 data showed an increase in online shoppers for apparel, footwear and accessories, groceries, makeup, beauty care products, health care products, and personal care products, car insurance and home appliances.

Buying airline tickets and hotel stays had yet to recover from COVID-related restrictions.

Passive social media consumers

The survey also confirmed the view that emerged in previous waves that the Maltese are passive consumers of social media. A total of 61% of survey respondents simply watch other people’s content and comments, without doing any other actions such as sharing content or creating new content.

Only 11% create new material and content on social media and 45% share the content and comments they come across.

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