According to research from the Internet Advertising Bureau and PwC, British consumers spend 43 hours a month online. Ofcom claimed in their 2013 report that people in the UK spent on average 35 hours online each month. Government statistic instead ask people if they go online everyday, and 27% of those members of public in the UK answered "no" to that question in 2013. Ofcom's survey of UK households found that they spend on adverse 4 hours watching TV every day, in comparison to 1.15 hours using the internet. This conveys that TV programmes and movies are consumed in a greater deal than people browsing the web - suggesting that sponsorships have a less annoying and more effective impact on an audience, as they would be seen more than web pop-ups online.
Below is an example of data collected for the comparison of time spent watching TV and time spent browsing the internet. This displays how everyone, no matter what age, spends more time watching TV than they do using the internet on a computer; more so the older generation. As my target audience would be based around the 18-24, 25-34 and 35-49 age category, but still child friendly, it is evident that a sponsorship would be the most effective form of advertisement for my advert - in order to appeal to people above 25 because the older the people are (according to the results below) the more they watch TV and the less they use the internet.
However, it has also been discovered through GlobalWebIndex that users of all ages are spending more time than ever watching TV online. As pay-TV subscriptions have continued to fall, an increasing number of visa streaming services have popped up in the past few years to attract viewers who are shifting to online services to watch TV. I have inserted another visual piece of evidence below, demonstrating how the amount of time people spend daily watching TV Online, globally, has increased immensely for 16-24 year olds in just three years (2012-2015). There's also around the same amount of distance in this difference for 25-34 year olds. It's not as dramatic of a change for 35-44 year olds, however the different is still there. Considering some in the 16-24 category, and all in the 25-34 and 35-44 age category are my target audience, it is evident that my advertising techniques will need to adapt as the years develop. It seems that my sponsorship will be able to reach my audience successfully on TV, but also online, where my web pop up will be featured. A sponsorship may have more chance of being consumed by my target audience, however a web pop up still has the potential to be successful because more people are using the internet as the years go on.
The success rate for online spending is pretty high in Europe. E-commerce is the fastest growing retail market in Europe. Sales in the UK, Germany, France, Sweden, The Netherlands, Italy, Poland and Spain are expected to grow from £132.05 bn [€156.28 bn] in 2014 to £156.67 bn [(€185.39 bn] in 2015 (+18.4%), reaching £185.44 bn (€219.44 bn) in 2016. In 2015, overall online sales are expected to grow by 18.4% (same as 2014), but 13.8% in the U.S. on a much larger total.
Centre For Retail Research - "Actual growth in 2014 (+18.4%) slightly exceeded our original forecast (+18.1%) and online growth in Europe is expected to continue with 18.7% forecast for 2016. The recession has induced many shoppers to buy online rather from traditional stores, whilst above-average growth in countries with smaller ecommerce sectors shows there has been an element of catch up. Retail focus on the growing use of mobile technology is an additional factor in making online retailing attractive and convenient."
These facts demonstrate the current situations involved with TV and online browsing. After researching the target audience for my main task, the group of people I want my advert to attract is those who have an interest in cooking, regularly cook and like to indulge in fancy treats instead of buying cheap junk food. Therefore, I have discovered which ancillary task is more likely to be consumed by my target audience. My sponsorship will reach a large amount of my older target audience as they spend more time watching TV than they do browsing the intneret. My web pop-up won't attract as large a chunk as my sponsorship, however it will still reach a large variety of my younger audience, therefore a variety of my audience will be reached through my adverts, sponsorship and web pop-up.
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