According to a new research by Opinion Matters for HowTo.tv, 73% of users have left a favorite site because of annoying advertisement on the site. The figure rises to 84% for the age group 25-34 year olds, an increase of over 20% on the 2007 findings. The research points to increasing resistance to annoying ads and also highlights the multiple choices web users have making it easier to switch from one place to another.

Advertisements of gambling sites, financial services, car companies, household goods, and beauty brands are the worst offenders to visitors. Advertisement including loud noises, pop-ups covering web content, and ads that were difficult to close, minimise or navigate away are the biggest turn off.

Web users did admit engaging in online video contents and also responded positively to video based advertisements. When asked about the effect of a video ad on their favourite website, 56 per cent of 16 to 24 year-olds and 44 per cent of 25 to 34 year-olds said it would make them more likely to purchase the brand.

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.

Russell Goldsmith, co-founder and digital director at HowTo.tv. said: “The difference in behaviour between younger and older web users is testament that the mass audience model is a strategy that doesn’t necessarily work in the online environment, and is one that risks alienating web users and negatively impacting on propensity to purchase.”

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

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