The study also found that once a user feels they can trust a site, they are much more likely to click on a link and buy a product.
The research, which was conducted in collaboration with GfK NOP Media, sampled almost 1,200 consumers (695 AOL users and 495 non-AOL users) as they interacted with the site to examine engagement levels.
New Media Age.com takes a deep dive into the study and how its results can impact your advertising strategy:
Click here to read the complete article. To find out more about the study, please reach out to Phil Bird at firstname.lastname@example.org.
"AOL identified good-quality information, emotional attachment, prominent involvement and modernity as the four factors of website attributes, which it measured alongside two factors of advertising attributes – relevancy and trust and call to action.
Good-quality information is directly related to how trustworthy a user finds the advertising on a website, according to the report, and if users think a site is authoritative and passionate, it drives the best advertising response."