Mexicans born after 1980s is the era that
is truly involved in the smartphone technology is facing a highly unfair and
perceiving advertisement value that they come across whilst searching for local
products and services from their smartphones. In the survey 1,215 millennial
were smartphones owners. A sample of 315 participants evaluated on how they
feel viewing the advertisement. The responses include as the ads were found
informative, persuasive, entertaining or irritating.
The young Mexicans before purchasing a
product tends to be in a loop with the price, the proliferating growth in
consumer search has helped local merchants to catch their customer through the
geographical locations within a proximate area. Search engines play a vital
role in advertising; the “keyword-targeted” advertising is displayed by search
engines on the behalf of those companies who are willing to pay these search
generators. Furthermore, these search engines are willing to generate revenue
on every pay per-click. These pop-ups
are usually viewed in a more prominent way than the other results and are fixed
to some particular positions on the SERP such as top, left and right. On a
screen smaller than usual than there are only two sponsored results on the top
and three organic on the bottom. The US Federal Trade Commission has warned
these search engines to be fair and justifying by making it clearly prominent
to the users and the users can differentiate between the paid / sponsored
results and organic / unpaid results.
Users mostly perceive that the search
engines are being paid for sponsored results by many firms to show their
results on first priority, hence, the users are not really interested in them
so they prefer the organic results the most. Whereas, the search engines
believe in unbiased and totally fair business that has nothing to do with “under the desk” payments.
Several experiments were conducted that
compared the ratio of both organic and sponsored results clicked by the users.
The first was Jansen et al. (2007) that took a sample of 56
college students and 82 per cent of the time the organic results occur more
than sponsored result, however, 73 per cent were interested in both. They
stated the reason that the ones who preferred the sponsored one were willing to
pay for purchase them were willing. Owens et
al. (2011) an eye tracking study
of 25 college students was held and the end result concluded that the top
sponsored ads were more likely to be gain response than the side ones.
The
objective of the surveys and research is that to emphasis on adolescents that
are highly involved in tech and the use of smartphones is growing rapidly. A
recent study states that 69% of the US citizens are involved in the usage of
smartphones during shopping. It is suggested to the domestic businesses to
bring themselves on this platform and avail the opportunity of being a result
on SERP as this is the future and it can’t be overlooked because today’s
generation is dependent on these
e-commerce searches.
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