Survey shows parents are not swayed by ‘influencers’ and are ‘switching off’ digital adverts in favour of traditional formats

  • Pop up and display ads described as irritating or annoying by almost 60% of parents
  • Only 12% of parents are positively disposed to purchasing based on influencers
  • Reviews and testimonials followed by TV/Radio and outdoor advertising most trusted ways of reaching parents

A new study shows parents are clicking away from pop up adverts and are calling on brands to go back to the future in favour of more traditional advertising.

The study, from, showed more intrusive forms of digital advertising are not landing with parents any more, with a list of pet hates for parents browsing online showing Pop Up Ads and Display Ads top of the list, with 58% and 55% respectively finding them irritating or annoying, while two thirds of parents say they close Pop Up ads straight away. Perhaps even more importantly the role of influencers in advertising and marketing may be greatly overstated with parents stating firmly that it does not influence their purchasing decisions.

Jill Holtz, co-founder of ParentsandBrands, said “When we asked parents about which advertising influences their choices there is a very marked pattern. This has major implications for business in reaching this sector. Parents are a huge market but their habits and preferences can differ a lot from other consumer segments simply because of the responsibility and pressures they feel. It is important that brands understand this and how to connect with them.  There’s an opportunity for brands to really help this segment by understanding more about what parents need and want, and to ultimately help them make good decisions for their family. This means that many brands could re-evaluate their current advertising spend patterns.”

Furthermore, the same research showed the advertising that parents are persuaded by when making a choice and how these compare with some more modern trends:

  • 61% are swayed by reviews or testimonials
  • 58% trust TV adverts and 53% are influenced by radio adverts
  • 43% seek out products based on outdoor advertising such as billboards and public transport
  • Magazine and Newspaper ads score 43% and 36% respectively
  • Only 12% of parents saying they are positively influenced by Influencers
  • Only 4% saying they would share an Influencer Ad with their network
  • 33% of parents said they don’t care about Influencers.

In fact, Influencer sponsored posts came 11th on a ranking of types of ads that would encourage parents to go find out more or even seek the product in store.

From the award-winning team at MyKidsTime, ParentsandBrands works with businesses and brands to get insights from parents to help them connect, build trust and grow sales. The unique business offers a nice combination of highly engaged parents and marketing expertise resulting in stronger connections between parents and brands.

Parent respondents and panellists are not remunerated: they give feedback because they want to positively influence how they are marketed to in a better way.

Full details of the survey can be found here