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Advertising consumption and perception - Statistics & Facts

In a May 2017 survey of American consumers, Desktop PC/Laptop, tablet, and Smartphone users each accounted for at least a 20 percent share of respondents who notice a lot of advertising on their electronic devices. On the question of consumer attitude towards advertising, 59 percent of the respondents observed that there is constantly more and more advertising everywhere, 35 percent stated that advertising annoys them a lot, and 17 percent were willing to pay to avoid seeing or listening to advertising. In another survey, 33 percent of consumers were willing to pay more for a service if it did not have ads.

In terms of consumer favorability towards selected types of ads in the United States, online pop-up ads are deemed to be the most unfavorable, followed by pre-roll video advertising and side-bar ads. What is more, over 20 percent of consumers felt advertising on search engines to be either very annoying or kind of annoying. However, while a lot of people feel inconvenienced by constant barrage of unsolicited ads, those ads can also be considered as helpful or serve as a form of entertainment on its own, as it is usually the case with Super Bowl advertising. With the recent development of personalized marketing, it comes as no surprise that some of the leading types of ads perceived as well targeted by consumers in the U.S. include ads on social media, internet ads, podcast ads, as well as music streaming ads. And although ad blocking is a rising concern of advertisers, a 2017 survey found that 63 percent of consumers were still willing to disable their adblocker in order to view online content.

In the United States, some of the most influential advertising media include, adverts in newspaper inserts, point-of-sale circulars or circulars delivered to ones doorstep, ads in printed newspapers, magazine websites, social sites, as well as direct mail advertising. Internet advertising was found to influence consumer purchase decisions when it comes to buying electronics and apparel, and more than a third of consumers on occasion purchased items recommended to them by online stores.


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