Over 350 students participated in Experience’s 2006 Online Advertising Habits survey, which was complete on January 2006. There are many interesting findings in this survey. College students and recent graduates between the ages of 18-34 are highly responsive to online advertising. They represents $175 billion to the annual consumer spending market.

Other interesting results:

No Purchase Without Online Research First

• 53% spend 1-2 hours researching a product or service prior to making a purchase
• 27% spend less than 1 hour
• 20% spend 3 hours or more

Online Ads Have a Significant Influence on 18-34 Year Olds

• 52% of respondents said they have purchased a product or service based on an online advertisement
• 34% find online advertising the most influential means to get them to learn more about a product or service

Context is Key

• 41% said online advertisements will resonate if they are related to the content that they are reading
• 34% said a contest or promotion that presents them with some value will motivate them to act on the advertisement
• 17% responded that personalization is critical as they will respond to a banner ad that is based on their profile or online behavior

Source: Experience.