U.S. Consumer Online Attitudes Survey Results, Part I: Advertising Tolerance:

U.S. Consumer Online Attitudes Survey Results, Part I: Advertising Tolerance

Product Type: Market Research Report
Published by: IDC
Published: August 2008
Product Code: R104-36664

Description

This IDC study explores what U.S. Internet users think about advertising in general, what place advertising on the Internet has among marketing in other media, how they feel about online advertising today, and how they see the latest developments in digital marketing, such as behavioral targeting and social advertising.

"Behavioral targeting (i.e., technology that collects information about users' online behavior to show them more relevant ads) is potentially very useful for consumers. But consumers are wary of behavioral targeting. The industry's task is to make sure BT technology does not even theoretically allow breaches of privacy and to educate consumers on behavioral targeting," said Karsten Weide, IDC's program director, Digital Media and Entertainment.

Table of Contents

Table of Contents

IDC Opinion

In This Study

Methodology

Situation Overview

Advertising Tolerance

Table: How Much U.S. Online Users Like Advertising in General by Gender and Age (% of Respondents)

Table: How Much U.S. Online Users Like Advertising in General by Ethnicity and Location (% of Respondents)

Table: How Much U.S. Online Users Like Advertising in General by Education Level (% of Respondents)

Table: How Much U.S. Online Users Like Advertising in General by Annual Household Income (% of Respondents)

Figure: How Much U.S. Online Users Like Advertising in General

Figure: Share of U.S. Online Users Liking Advertising in General "a Lot" or "a Little" by Gender and Age

Figure: Share of U.S. Online Users Liking Advertising in General "a Lot" or "a Little" by Ethnicity and Location

Figure: Share of U.S. Online Users Liking Advertising in General "a Lot" or "a Little" by Education Level

Figure: Share of U.S. Online Users Liking Advertising in General "a Lot" or "a Little" by Annual Household Income

Advertising Tolerance by Medium

Table: Share of U.S. Online Users Liking Advertising "a Lot" or "a Little" in Select Media by Gender and Age (% of Respondents)

Table: Share of U.S. Online Users Liking Advertising "a Lot" or "a Little" in Select Media by Ethnicity and Location (% of Respondents)

Table: Share of U.S. Online Users Liking Advertising "a Lot" or "a Little" in Select Media by Education Level (% of Respondents)

Table: Share of U.S. Online Users Liking Advertising "a Lot" or "a Little" in Select Media by Annual Household Income

Figure: Share of U.S. Online Users Liking Advertising "a Lot" or "a Little" in Select Media

Internet Advertising

Table: Advertising Versus Paid-For Services by Gender and Age (% of Respondents)

Figure: Share of U.S. Online Users Preferring Paid-For, Ad-Free Services Over Free, Ad-Funded Services

Table: Share of U.S. Online Users Liking, Finding Useful, and Finding Annoying Specific Internet Ad Formats (% of Respondents)

Table: Share of U.S. Online Users Liking, Finding Useful, and Finding Annoying Ads on Social Networks (% of Respondents)

Figure: Share of U.S. Online Users Liking, Finding Useful, and Finding Annoying Specific Internet Ad Formats

Table: Frequency of Clicking on Ads by Gender and Age (% of Respondents)

Table: Frequency of Clicking on Ads on Social Networking Services by Gender and Age (% of Respondents)

Figure: Share of U.S. Online Users Clicking on Ads

Table: Purchases as a Result of Clicking on an Ad by Gender and Age (% of Respondents)

Table: Purchases as a Result of Clicking on an Ad on a Social Networking Service by Gender and Age (% of Respondents)

Figure: Share of U.S. Online Users Purchasing Something After Clicking on an Ad

Advertising on Social Networking Services

Anti-Advertising Tools and Measures

Table: Usage of Anti-Ad Software by Gender and Age (% of Respondents)

Figure: Share of U.S. Online Users Using Anti-Ad Software by Gender

Figure: Share of U.S. Online Users Using Anti-Ad Software by Age

Behavioral Targeting and Social Advertising

Table: Attitudes Toward Behavioral Targeting by Gender and Age (% of Respondents)

Table: Conditions Under Which Users Would Allow Data Collection for Behavioral Targeting by Gender and Age (% of Respondents)

Table: Kind of Information Users Would Allow to Be Collected for Behavioral Targeting by Gender and Age (% of Respondents)

Figure: Attitudes Toward Behavioral Targeting by Gender and Age

Figure: Conditions Under Which Users Would Allow Data Collection for Behavioral Targeting

Figure: Kind of Information Users Would Allow to Be Collected for Behavioral Targeting by Age

Future Outlook

Essential Guidance

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Synopsis

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