Consumers' Demographics as Predictors of Their Perception of Online Advertising: Are They Still Relevant in the E-Landscape?

Since the modest beginning as a banner ad, online advertising has evolved from just an element of the promotion mix to a powerful strategic tool. Today, online advertising accounts for a significant share in the total advertising spending, globally as well as in India. As online advertising proliferates, understanding consumers' perception of it becomes important. However, Internet users are not a homogeneous group. This study acknowledges this diversity among the Internet users and investigates the relevance of the effect of demographic factors on consumers' perception of online advertising. A purposive survey was conducted to collect the primary data from a sample of 318 respondents from Delhi-National Capital Region (NCR) and analyzed with multiple regression. Results show that demographic factors have a significant effect on the consumers' perception of online advertising.