Meeting User Expectations for Advertising
Meeting user expectations for advertising across different countries is a significant challenge for marketing and user acquisition teams.
To better understand these expectations, this analysis utilizes data from a recent 2023 GWI survey. The data provides a detailed look at 12 countries, with further segmentation by internet users, smartphone gamers, and those with high incomes.
Overall, the data reveals some key trends:
▪️ While entertaining ads are particularly sought after in India and Western markets, the need for informative advertising remains strong across all countries, especially in India, the US, and Brazil.
▪️ Interestingly, ads that offer educational value are highly appealing to Indian users, a finding that supports other research on this audience.
▪️ Another notable trend is the positive reception of social themes and diversity in advertising within India and China. This is likely because these countries possess significant internal diversity, despite often being portrayed simplistically as homogeneous entities.
▪️ Similarly, ads that focus on identity resonate in India and Brazil, potentially for reasons related to the value placed on social representation.
▪️ Finally, the data shows minimal differences in preferences between internet users, smartphone gamers, and high-income internet users, indicating a high degree of overlap between these segments.
