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

SUMMARY

Abstract

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

• 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
• Learn More
  • Related Research
  • Synopsis