In 2023, a substantial share of Russians exposed to advertising reported taking action after viewing it. Specifically, 83% engaged in some form of purchase behavior at least once, following exposure to ads. Within this group, 58% characterized their response as occasional or sporadic purchases, 20% described their behavior as regular or frequent purchases, and the remaining 5% felt so compelled by the ad result that they made purchases driven by the viewing outcome. These figures come from a Platforma service survey analyzed by the editors of socialbites.ca, offering a window into how ads translate into real-world consumer steps across a broad audience. [citation: Platforma service survey, socialbites.ca editors]
When it comes to the specific product categories triggered by ad exposure, clothing and footwear were the most common immediate purchases, with 23% of respondents buying these items after watching ads. Household chemicals were the next frequent outcome, at 18%, followed closely by 17% who invested in training courses. Perfume rose to 16% as a post-ad purchase, and a variety of other goods and services appeared in the resulting consumer activity, including jewelry, electronics such as smartphones, home appliances, and even banking services. These patterns illustrate how different categories appeal to viewers at varying moments of the ad experience, highlighting the broad spectrum of decision points that advertising can influence. [citation: Platforma service survey, socialbites.ca editors]
Advertising across online and offline environments clearly captures attention in diverse settings. In this study, 43% of respondents reported paying attention to ads on various online platforms. Traditional media also remains influential, with 36% noticing ads on television and 21% noting displays in physical retail spaces like stores, shopping centers, and street corners. Social media ads permeate the landscape as well, with 13% of respondents looking at ads on social networks. Additional exposure occurs through messaging apps and radio, where 14% reported noticing advertisements. These findings underscore the multi-channel nature of modern advertising, where different touchpoints contribute to awareness and potential action. [citation: Platforma service survey, socialbites.ca editors]
Survey participants also shed light on how much of the ad experience people are willing to watch. About a quarter of respondents, 24%, will view an advertisement in full if it delivers humor. When the product or service appears to be potentially compelling, many viewers stay engaged; roughly 21% watched well-produced video ads to completion. Endurance is also tied to personal relevance, such as a favorite song, familiar actors, or a message that resonates socially, which increases the likelihood of completing the viewing. At the same time, a smaller segment, about 13%, habitually browses ads regardless of content. These tendencies reflect the emotional and cognitive hooks advertisers often rely on to sustain attention and motivate action. [citation: Platforma service survey, socialbites.ca editors]
The underlying sampling frame of the study comprised an online survey conducted with 1,213 Russians aged 18 and older during March 2023. The participants were residents of cities in Russia with populations surpassing 100,000, providing a broad cross-section of urban consumer behavior. The insights drawn from this dataset help illuminate how digital and traditional advertising influence final purchase decisions across a substantial segment of the population. [citation: Platforma service survey, socialbites.ca editors]