Consumers Favor Ad-Supported Content

• Posted: Monday, November 05, 2007
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• Author: pradhana
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• Filed under: Internet Users, Market Survey

More than seven in 10 Internet users prefer ad-supported Web site content to fee-based content, according to a Direct Marketing Association-sponsored study conducted by ORC International.

Nearly nine in 10 respondents said they usually visited ad-supported sites. Only 10% said they usually accessed subscription or fee-based sites.

“The verdict is in—consumers have overwhelmingly responded to an open Internet supported by relevant advertising," said John A. Greco Jr., CEO of the DMA, in a statement.

Asked about whether they were aware that Internet companies were collecting information regarding their Web browsing, 70% said yes.

Many of the 30% of consumers who said they were not aware of behavioral targeting had not yet used the Internet.

The ORC surveyed 1,000 US adults on behalf of the DMA. [eMarketer]

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