Download - Unruly Future Video Survey - India
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Unruly Future Video Survey: India
• Indian viewers in every age group like seeing ads for products and services they are interested in
• Generation X (67%) and Older Millennials (66%) particularly enjoy seeing relevant ads
Indian consumers are most likely worldwide to like ads
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0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%
0.282
62.20% 0.6350.546
0.661 0.6670.587
When browsing on the Internet, I like seeing ads that are for products or services that I am interested in.
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
• Over 70% of Indian viewers like to be in control of video ads (#2 worldwide, after UK)
• Older Millennials (75%), Generation X (78%) and Baby Boomers (74%) particularly want control of the video ads they see
But they want to be in control
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0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
0.62171.30% 0.718
0.573
0.746 0.777 0.735
I like to be in control of video adverts (e.g. to control when they start to play, to be able to close, replay, share and in-
teract).
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
More than a half of Indian viewers are annoyed or put off brands who use forced pre-roll ads
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0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%
35.40% 28.10% 28.20% 29.20% 27.20% 22.20%34.30%
26.20%27.90% 25.20% 28.10% 27.20% 32.10%
26.50%
How does it make you feel about a brand when you’re forced to watch their ad be-fore the video you’ve clicked on starts to play?
It annoys me that the brand doesn't care about my online experienceIt really puts me off the brand - I don't like being forced to watch ads
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
• 56% of viewers feel annoyed or put off a brand when they are forced to watch pre-roll ads
• This effect is even more pronounced among Younger Millennials (57%) and Baby Boomers (61%)
• Over 20% of Indian viewers consider videos older than a day too late to share (highest worldwide)
• 64% of Generation X consider videos older than a week too late to share
• 50% of Baby Boomers and 49% of Older Millennials think it’s never too late to share good content
And content gets old fast in India
• 83% of Indian viewers would consider using ad blocking software in the future
• Young Millennials are the most likely to use ad blocking software (85.4%)
Indian audiences are the least likely to consider using ad blocking software
Worldwide India Indonesia Japan Australia UK US76.00%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
94.00%
96.00%
0.926
83.00%
0.879
0.938 0.9380.95
0.898
I would consider using ad blocking software in the future
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
• Key drivers of ad blocker usage across all age groups are the number of ads (53%) and being shown the same ad over and over (52%)
• Generation Z (44%) and Younger Millennials (44%) are most motivated to use ad blockers because of ads that follow them round the Internet
• Poor quality online video ads are most likely to cause Baby Boomers (32%) and Generation Z (31%) to use ad blocking software
Too many ads and repetition drive ad blocker usage
• Less than a third of all Indian viewers mute video adverts
• Generation Z (36%) and Younger Millennials (38%) are most likely to mute video adverts
• Older Millennials (27%), Generation X (28%) and Baby Boomers (29%) are least likely to mute video adverts
Indians are less likely to mute video ads; however, younger demos want more control
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%0.496
31.30%0.359 0.375
0.272 0.277 0.294
How often do you mute video adverts online?
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
• Over ¾ of Indian viewers lose trust in brands when their ads feel fake (77%)
• Generation Z (81%) and Generation X (82%) are particularly likely to lose trust in a brand when an ad feels fake
When ads feel fake, Indian viewers lose trust in the brand
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0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
0.762 76.70% 0.806
0.6670.763
0.821 0.821
When an ad feels fake it makes me lose trust in the brand.
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
• Utility (66%), entertainment (53%) and authenticity (51%) are key requirements for all age groups of Indian viewers
• Generation Z and Millennials most want ads to be useful and entertaining
• Generation X and Baby Boomers most want ads to be useful and authentic
And they are most likely worldwide to want future online video ads to be useful and authentic
• 79% of Indian viewers want ads to embody the values and behaviours of brands
• 89% of Generation X want brands to behave consistently with their advertising messages
Consistency is key; Indian viewers want online videos to embody the values and behaviours of brands
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0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
100.00%
0.71679.30% 0.748 0.75 0.746
0.8930.824
Advertising should embody the values and behaviors of the brand (a brand should behave in a way which is consistent with its advertising messages – e.g. a brand that talks about the environment needs to be environmentally-friendly)
Source: Unruly Future Video Survey September 2016; Total India n=500 (11-17 n=100; 18-24 n=100; 35-49 n=100; 50-69 n=100); WW Total source: Unruly July 2015; n=3200
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