Azerion UK and Mindshare's 'Meaningful Connections' study reveals that online consumer mindsets significantly impact advertising effectiveness. Key findings identify that individuals aiming to challenge their comfort zones are more responsive to advertisements, with 40% likely to act compared to only 20% of casual browsers. Moreover, those looking to improve their mood respond better to ads than those seeking relaxation. The study introduces the CORE index for measuring media receptivity, shifting away from traditional demographic targeting towards a more nuanced approach that emphasizes relevance and engagement.
"40% of people seeking to challenge their comfort zones when they go online will act on advertising, compared to only 20% of those browsing to 'fill time'."
"People looking to 'improve their mood' or 'find comfort' are almost twice as likely to regard advertising positively than those who are looking to 'relax and de-stress' or 'have some me-time'."
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