It’s no secret that ads are everywhere looking to influence consumer purchase behavior. Whether we’re binge-watching our favorite show, scrolling through social feeds, or waiting for a YouTube video to load, brands are vying for our attention. In 2024 alone, U.S. digital ad spending surpassed $300 billion, with social media making up $83 billion of that investment. But here’s the real question: How well do we really understand what makes consumers engage with these ads—and more importantly, what drives them to buy?
At AnalyticsIQ, our mission is to help brands answer exactly that. By blending cognitive psychology with data science, we uncover not just who your customers are and what they do—but why they act the way they do. And in our recent research on personality traits and consumer purchasing behaviors, TV ad engagement, and YouTube ad interactions, one thing is clear: when it comes to ad engagement, context and personality matter just as much as content.
Personality Traits Shape How (and Why) People Buy
Our research shows that personality has a significant impact on consumer purchasing behavior and decisions driven by online ads. For example, individuals who are high in Extraversion and Openness but lower in Conscientiousness are significantly more likely to make purchases after seeing an online advertisement.
Even when it comes to social media ads, personality influences the path to purchase. Those with higher Extraversion and Openness and lower Emotional Stability were more likely to purchase products advertised on platforms like Facebook, Instagram, and TikTok.
And what are people buying? Our findings show that fashion (30%), food (25%), and cosmetics (21%) are the most common categories purchased online. Interestingly, influencer and celebrity endorsements also play a role—17% of survey respondents reported making a purchase after seeing an influencer-endorsed ad, while 5% bought because of a celebrity endorsement.
What does this mean for marketers?
Personality-driven insights in consumer purchase behavior allow you to fine-tune creative messaging and channel strategy to resonate with audiences most likely to engage—and convert.
DOWNLOAD THE CONSUMER PURCHASE BEHAVIOR REPORT HERE
TV Ads Still Drive Action—But Engagement Looks Different
Think TV advertising is dead? Think again. Our ChannelIQ data shows that TV ads still spark meaningful actions. In fact, 32% of viewers visit a website after seeing a TV ad, and 12% purchase directly from a commercial.
But here’s the catch—engagement doesn’t always mean sitting and watching. 47% of respondents scroll on their phones during TV ads, and 41% leave the room. In other words, marketers can’t assume captive attention—they must plan for multitasking behavior and build multi-channel follow-ups that capture interest beyond the screen.
What this means for marketers: To maximize ROI, pair TV campaigns with digital retargeting and mobile-friendly experiences that keep your brand top-of-mind when consumers pick up their devices.
DOWNLOAD OUR TV AD ENGAGEMENT OVERVIEW
YouTube: The Ad Platform Consumers Can’t Quit
YouTube is where discovery happens—and it’s also where marketers have a huge opportunity. According to our research and who we surveyed, 94% of U.S. adults use YouTube, with 85% on the ad-supported version.
But ad engagement varies: while 16% actively watch, most consumers either skip (37%) or glance at (37%) ads. However, when an ad resonates, it drives meaningful actions—29% of viewers visit a brand’s website and 24% consider making a purchase.
Even better, most users (76%) prefer being redirected to a brand’s website for purchases over transacting directly within YouTube—a key insight for brands optimizing their landing pages and post-ad experiences.
What this means for marketers: YouTube isn’t just a channel for impressions—it’s a conversion driver when ads are targeted and paired with a strong on-site experience.
DOWNLOAD THE YOUTUBE AD ENGAGEMENT OVERVIEW HERE
The Big Picture: Why This Matters
When you understand the unique ways consumers engage with ads—and what drives their actions—you can build campaigns that go beyond impressions to real influence.
At AnalyticsIQ, we use cognitive psychology-driven data to help brands uncover:
- Who is most likely to respond to your ads
- What motivates their engagement across channels
- Why they decide to convert
This means you can personalize not just your messaging, but also the entire customer journey, from ad exposure to checkout.
Want the Full Picture?
This blog is just the beginning. Our full research on consumer purchase behavior dives deeper into:
- How different personality types engage with online, influencer, and celebrity-endorsed ads
- The behavioral patterns behind TV ad engagement and multitasking
- YouTube ad exposure and the actions most likely to follow
👉 Download the reports above and start building data-driven campaigns that speak directly to your audience’s motivations.