Do Demographic Factors of Internet Users Influence Their Accessibility to Online Advertisements? A Perception Study

Author(s)	Dr. Rama Krishnan P, Dr. J. J. SHALINI, Dr. K. PONGIANNAN
Country	India
Abstract	In the digital era, online advertisement has become a powerful tool for marketers to engage consumers. However, its effectiveness depends significantly on accessibility and users’ perception. This study aims to analyze how different demographic factors influence the perceived accessibility of online advertisements. Primarily data were collected from 929 interest users across various age groups using a structured questionnaire, employing convenience sampling technique. Both online and offline modes were used to gather responses. The data were analysed using SPSS software, employing descriptive statistics, One-Way ANOVA, Z Tests, Post-Hoc Tukey’s HSD tests to examine differences among demographic groups. The findings revels that the gender, age, and occupation significantly influence the perceived accessibility of online advertisements. These insights have practical implications for advertisers and digital marketers, helping them to design inclusive and targeted advertising strategies that carter to diverse user segments.
Keywords	Online Advertising, Perceived Accessibility and Demographic Factors.
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-04
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.46956
Short DOI	https://doi.org/g9m7jr

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