Internet user attitudes to online ads in the U.S. 2018

In the second quarter of 2018, about sixty percent of internet users in the United States disliked ads in online video clips. About forty percent of respondents said the same about ads on websites.

Negative attitudes by age group

Within the same quarter of 2018, the specific age groups of internet users in the United States were also examined. The people that were most annoyed by ads on websites were persons aged 56 and older. Almost sixty percent of this group held a negative viewpoint towards them. Just under forty percent of the youngest group (between the ages of 15 and 25) had the same negative opinion on website ads. However, online video ads were even less well-received in the United States that quarter, as each of the age groups felt more negatively towards them, compared to how they felt about ads on websites. Roughly sixty percent of the youngest internet users disliked these ads, while just over seventy percent of the oldest users were annoyed by them.

Attitudes of internet users towards advertising on websites and in online video in the United States as of 2nd quarter 2018

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Release date

June 2018


United States

Survey time period

Q2 2018

Number of respondents


Age group

15 years and older

Special properties

among internet users

Method of interview

Online survey

Supplementary notes

The source does not provide specific information on the country-specific sample numbers; total survey sample was 14,000.

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Statistics on "Digital advertising formats in the U.S."

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