Industry Research

Consumer attitudes to online advertising

The results of our second annual study 'Consumer attitudes to online advertising' reveal that web users are becoming increasingly intolerant to ads that are served on them in an intrusive manner. Through independent research HowTo.tv investigated the impact of different online advertising formats on brands and media owners. Below are some of the results.

Please email russell.goldsmith@howto.tv if you would like further information.

Which of the following have you
experienced whilst visiting a website?

  • INTRUSIVE POP UP ADS that are not of interest to me
  • MOVING ADS that distract me from what I'm reading/looking at
  • 'DIFFICULT TO CLOSE' POP UP ADS that hide the page's content
  • ADS FEATURING IRRELEVANT BRANDS to the site I'm visiting
  • ADS THAT DON’T FEEL RELEVANT TO ME
  • NONE of the above
Which of the following have you<br />experienced whilst visiting a website?

Have you ever left a favourite website because of intrusive ads or pop ups?

Have you ever left a favourite website because of intrusive ads or pop ups?

Whilst visiting a favoured website, what is your reaction to an irrelevant online ad?

Whilst visiting a favoured website, what is your reaction to an irrelevant online ad?

It would make me

  • LESS LIKELY to purchase the brand
  • MORE LIKELY to purchase the brand
Research carried out between 25th and 28th April 2008 by Opinion Matters using a sample of 1046 consumers from the Tickbox.net panel aged 16yrs and over