62% of Russians do not trust advertising, but 44% of respondents at least once made purchases under the influence of advertising.
MOSCOW, October 22, 2010. Russian Public Opinion Research Center (VCIOM) presents the data describing whether Russians trust advertising, whether it influences their spending, and what their general attitudes about the Russian advertising are.
As before, the majority of Russians do not trust advertising (62%). Those who are skeptical are elderly respondents and Russians with low level of income (68 and 74% respectively), and those who do not use Internet (67%).
Twenty-seven percent of respondents report they are ambivalent toward advertising. They are mainly Russians younger than 45 (30-31%) and active Internet-users (32%). Almost every tenth Russians trust ads (9%, ten years ago they were 6%); most of those who do so are young respondents (13%), Russians with high level of income (20%) and occasional Internet-users (16%).
Forty-four percent of Russian at least once made purchases under the influence of the advertising; however only 18% of them assess such purchases positively, while the other 26% say their purchases were unsuccessful. The advertising has a great influence on women (47%), the youth (55%) and Russians with high level of income (55%). Forty-six percent of respondents report they have never bought anything under the influence of ads: most of them are men (49%), elderly respondents (62%) and Russians with low level of income (54%).
As ten years ago, the attitudes of Russians toward advertising in general are negative.
Do you generally trust advertising? (close-ended question, one answer) | |||
| 1998 | 2000 | 2010 |
Completely trust | 1 | 1 | 1 |
Basically trust | 5 | 5 | 8 |
Partly trust, partly do not | 30 | 26 | 27 |
Basically do not trust | 24 | 24 | 28 |
Completely distrust | 36 | 40 | 34 |
Hard to tell | 3 | 3 | 3 |
Did you happen to purchase goods/services after watching ads? (close-ended question, one answer) | ||||||
| Total respondents | Aged 18-24 | Aged 25-34 | Aged 35-44 | Aged 45-59 | Aged 60 and above |
Yes, I did, and my purchases were often successful | 18 | 27 | 23 | 21 | 14 | 10 |
Yes, I did, but most of my purchases were unsuccessful | 26 | 28 | 29 | 26 | 28 | 21 |
No, I never did so | 46 | 35 | 36 | 42 | 51 | 62 |
Hard to tell | 9 | 10 | 12 | 12 | 8 | 7 |
How often does/is the Russian advertising ... ? (close-ended question, one answer per each position) | |||
|
| 2000 | 2010 |
... make children buy things unuseful or even harmful | Very often | 53 | 48 |
Quite often | 31 | 35 | |
Not very often | 9 | 7 | |
Almost never | 1 | 2 | |
Hard to tell | 6 | 7 | |
... interesting and amusing | Very often | 7 | 7 |
Quite often | 24 | 25 | |
Not very often | 43 | 40 | |
Almost never | 21 | 21 | |
Hard to tell | 5 | 6 | |
... create the illusion of the greater amount of the product inside the package | Very often | 27 | 35 |
Quite often | 38 | 39 | |
Not very often | 16 | 11 | |
Almost never | 6 | 3 | |
Hard to tell | 13 | 12 | |
... provide full and true information about the product | Very often | 5 | 4 |
Quite often | 11 | 10 | |
Not very often | 46 | 43 | |
Almost never | 32 | 35 | |
Hard to tell | 6 | 8 | |
... misleading and often exaggerate the health benefits | Very often | 33 | 37 |
Quite often | 46 | 41 | |
Not very often | 11 | 12 | |
Almost never | 3 | 3 | |
Hard to tell | 6 | 8 | |
... evokes right actions and behavior | Very often | 2 | 3 |
Quite often | 9 | 13 | |
Not very often | 46 | 38 | |
Almost never | 32 | 31 | |
Hard to tell | 12 | 15 | |
... meet customer`s taste and demand | Very often | 2 | 4 |
Quite often | 10 | 15 | |
Not very often | 45 | 37 | |
Almost never | 27 | 25 | |
Hard to tell | 16 | 19 | |
Note: Using materials from the site www.wciom.ru or wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!