Online Ads Don't Engage Most

Consumer Attitudes

August 23, 2010 --  According to a new study by UK-based research firm Connect Insight, just 17% of web users find online ads "impactful and appealing," while most respondents say they find them "intrusive, repetitive, unappealing and cheap."
 

The survey of over 1,000 adults finds 24% of 16 to 34-year-olds are likely to find online advertising appealing, while 44% of people in this age category are likely to find relevant ad messages online.  But 50% of web users aged 55 and over "actively avoid environments where advertising interrupts their usage of a site."
 

Regarding social media advertising, four out of 10 (43%) of respondents say they wouldn't follow any products or brands on social media sites.  Among the age groups, young adults are more likely to follow brands on social media sites, with over 50% saying they’d do so.  Almost two-thirds of those over 55 said they wouldn’t.
 

Sources: Strategy Eye, Online ads engage just 17% of web users, August 23, 2010 and new media age, Online ads annoy more than appeal, August 24, 2010.