Study Finds Dislike of Pop-up Ads and Surveys Reaches New High

Share Article

A new research study from IgniteFeedback was released today that found nearly 90% of consumers hate taking pop-up web surveys, up 6% from 18 months ago. The study suggests that using disruptive styles of customer engagement is causing increasing harm to brand perceptions.

Cover page of the 2016 Customer Research Study on Pop-Up Sentiment

2016 Customer Research Study on Pop-Up Sentiment

It should come as no surprise that consumers dislike being interrupted. What is distributing however, is that marketers don’t seem to be getting the message that doing so creates terrible customer experiences! - Ben Werner, CEO and Founder

IgniteFeedback, a cloud startup created by former Microsoft and Oracle technology gurus announced today the results of an ongoing poll of consumer sentiment around pop-up surveys and digital ads.

The study randomly sampled over 2,300 internet visitors over the last 18 months to measure sentiment from US internet consumers on a wide selection of websites and digital properties. The initial research in late 2014 found that 83% of consumers “hated” engaging with a survey that interfered with their primary task (i.e., the purpose of their visit to a site) – however it appears the irritation level has continued to increase with the latest data showing that nearly 90% of consumers express outright hatred for this style of survey interaction and 93% for advertisements.

Ben Werner, company Founder and CEO said, “It should come as no surprise that consumers dislike being interrupted. What is distributing however, is that marketers don’t seem to be getting the message that doing so creates terrible customer experiences!”

What do these results imply for the future of customer engagement? Are active methods for displaying messages, advertisements and asking survey questions of consumers simply too abrupt and too invasive to create business value?

“We believe the future lies in polite, highly relevant, short and visually attractive styles of customer interaction,” Werner said. “Consumer attention spans are shorter than ever before, so it is critical for brands to maximize returns on their most precious resource – their customers’ time and attention.”

Six recommendations are presented in the full research report on how marketers can do a better job of engaging with their consumers using digital styles of customer interaction:

1) Start with the customer’s point of view
2) Segment with data to add context
3) Co-create value
4) Efficiently use customer attention
5) Cultivate user experience (UX) as a discipline
6) Be polite

A full copy of the research study along with detailed recommendations and best practices on designing the future of surveys and customer engagement touchpoints is available from the IgniteFeedback website located at: ignitefeedback.com/research/2016-popup-study/

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Ben Werner
@IgniteFeedback
Follow >
IgniteFeedback
Like >
IgniteFeedback

Follow us on
Visit website