Digital Consumers Say Ad Interruptions Online Are Too Frequent

April 27, 2016

Accenture-Digital-Consumer-Attitudes-to-Ads-Apr2016Source: Accenture

    Notes: Some 84% of digital consumers aged 14 and up around the world agree that advertising interruptions while reading text or watching videos are too frequent, and that figure holds steady across age groups. That’s according to recently-released data from Accenture, which also found that more than 6 in 10 (including 73% of those aged 14-17) are aware of alternatives that exist to block advertising interruptions.

    More than 4 in 10 are planning to pay to remove ad interruptions in the next 12 months, such as through a paid subscription. Indeed, fewer ad interruptions is a top factor that would encourage consumers to pay for long-form video content.

      Related: Ad Clutter A Bigger Problem on Smartphones Than Desktops, Millennials Say

        About the Data: The results are based on a survey conducted in Q4 2015 among 28,000 digital consumers (14 and older) in 28 countries: Australia; Brazil; Canada; China; Czech Republic; France; Germany; Hungary; India; Indonesia; Italy; Japan; Mexico; Netherlands; Poland; Philippines; Romania; Russia; Saudi Arabia; Slovakia; South Africa; South Korea; Spain; Sweden; Turkey; UAE; UK; and USA.

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