StatsAd Industry MetricsConsumers Tolerate Web Advertising

Consumers Tolerate Web Advertising

It appears that Internet users don't mind advertisements on the Internet because they think it keeps them from shelling out money for content. The majority of Internet users (53 percent) agree that advertising is needed on the Internet in order to keep the content free, according to research done by INTECO Corporation. [IC_ARTICLE_OBJECT [SHOW IC_Article_ID] "table1"]

It appears that Internet users don’t mind advertisements on the Internet because they think it keeps them from shelling out money for content. The majority of Internet users (53 percent) agree that advertising is needed on the Internet in order to keep the content free, according to research done by INTECO Corporation. [IC_ARTICLE_OBJECT [SHOW IC_Article_ID] “table1”]

Some forms of advertising, however, are more popular with consumers than others. IPSOS-ASI has conducted research in this area, and found that seven percent of web surfers find banner ads “irritating.” Fifteen percent feel that interstitials and banner ads with daughter or pop-up windows are irritating.

INTECO’s research, which was based on detailed interviews with 2,500 US adults, also found that 50 percent of the respondents agree that targeted ads are fine so long as the site or ISP doesn’t release names and addresses. The research also found that 43 percent find Web ads less obtrusive than TV commercials and direct mail, and 22 percent would pay extra to subscribe to sites without advertising.

INTECO’s research also showed that speedy downloads — along with reliable, up-to-date, and easy-to-find information — are by far the most important Web site features from a consumer perspective. Animation, sound, and video rated far down the chart.

The current Internet advertising expenditure per Internet-connected household in the US is $58, and is expected to increase to $113 by 2003, INTECO said. By comparison, current per-household expenditures are $455 for TV advertising and $513 for newspaper advertising, according to industry figures.

Related Articles

The evolution of display: How is advertisers' use of display advertising changing?

Ad Industry Metrics The evolution of display: How is advertisers' use of display advertising changing?

8m Rebecca Sentance
What can advertising spend tell us about the future of social networks?

Ad Industry Metrics What can advertising spend tell us about the future of social networks?

8m Rebecca Sentance
Breaking down the Facebook auction: How to manage rising CPMs and deliver sales

Actionable Analysis Breaking down the Facebook auction: How to manage rising CPMs and deliver sales

9m Clark Boyd
The Year Ahead: Top Resolutions for Digital Advertisers

Ad Industry Metrics The Year Ahead: Top Resolutions for Digital Advertisers

11m Chad Bronstein
Do ad blockers hold the clue to the future of advertising?

Ad Industry Metrics Do ad blockers hold the clue to the future of advertising?

1y Tim Flagg
Our four favourite findings from the ClickZ Digital Advertising Breakfast

Actionable Analysis Our four favourite findings from the ClickZ Digital Advertising Breakfast

9m Leonie Mercedes
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

9m Al Roberts