UK: 73% of web users driven away from web sites by intrusive ads

Independent research, conducted by Opinion Matters for HowTo.tv, found that 73% of web users have left a favourite site because of annoying adverts, with the figure rising to 84% among 25-34 year olds - an increase of over 20% on the 2007 findings.

The biggest culprits for invasive adverts are gambling sites, financial services, car companies, household goods, and beauty brands.

59% of web users have stopped visiting a website due to intrusive or irrelevant advertising, this increases to 70% for 25-34 year olds - a significant increase on the 2007 figures of 16% and 14%, respectively.

Particular annoyances were adverts with loud noises, pop-ups covering web content, and ads that were difficult to close, minimise or click away from.

On a positive note, the research found that younger users are actively engaging with online video content, with 83% of 25-34 years old and 74% of 16-24 year olds stating they have watched an online video, compared to a national average of 70%. When asked what would be the effect of a video ad on their favourite website, 56% of 16-24 year olds and 44% of 25-34 year olds said it would make them more likely to purchase the brand, compared to 38% of 35-44 year olds and 29% of 45-54 year olds.

Peter Mitchell, the chief executive of WWAV Rapp Collins Media Group, said: "This research highlights the need to apply a customer-centric approach to online advertising and should be welcomed by agencies and brands alike."

The survey was carried out among 1,046 adults aged 16+.

Source: Brand Republic