Artefact 2

The second artefact is created for exploring how people understand the interactive media format, in particular the interactive advertisement. Participants have given two websites of different types of advert of Thinkpad X100e, one of them is a worldwide advert in HD format, and the other is an interactive one. After watching and browsing these two adverts, participants gave results of the questionnaire.
In the 127 survey results, the age group of participants is variety, from 18 to 35 and above. The survey consists of 10 questions, is divided into three parts: the first part focus on the traditional advert, the second one is for researching the interactive one, and other parts is trying to find out the acceptance of interactive media format.
The results show that 86% of participants prefer interactive advert, of which 54% of the results concentrated in the group of age 18 to 25. However, in the 10% of the middle-aged group, nearly 70% of the participants prefer simple and traditional advert format. And they claimed that they haven’t got time to browse and play it.
The results from gender perspective, 92% out of 68% female participants are more inclined to the interactive one, but only 30% of male participants prefer it. And most of them thought that interactive advert is too complicated to them. There are some factors might influence the results, such as 24% of female participants like the fashion guy in the interactive advert, Chinese government in the second half of 2009 released a new policy of developing the interactive multimedia.
In conclusion, the results and comments show that teenager’s acceptance of interactive adverts is relatively high. But middle-aged participants more concerned with price and functions of a product, and they would not like to spend money on a product because of gorgeous advertisements.