You know those people skipping TV ads? Well, they're also more likely to be frequenting Internet forums to create and respond to consumer-generated media (CGM). That's the finding from a new Intelliseek study on CGM and engagement released this week.
The study found that "active ad skippers" -- people who, with or without DVRs (define), reported deliberately skipping over ads on TV -- were 25 percent more likely to participate in Internet message boards, forums and blogs. Intelliseek came to its conclusions after an August survey of 660 online consumers.
Additionally, the researchers found that consumers are approximately 16 percent more likely to be influenced by Internet word-of-mouth recommendations than by radio or TV ads. Ads in newspapers or magazines were even less influential, the study found.
