Consumer attitudes towards digital advertising

IAB UK

IAB UK and Sparkler polled over 1,000 UK adults in November 2018 to find out what people really think of the internet and online advertising


The ‘Consumer attitudes towards digital advertising’ research seeks to understand how people feel about online advertising, whether they are aware that the value exchange allows for a free internet and if how much they value the internet.

Some of the key findings include:

  • 89% of people prefer having an ad-funded internet to paying for online services

  • 84% would be “furious” if they had to pay every time they used an online service

  • 74% agree that being online has made their lives better 

  • 50% of 18-24s would rather give up alcohol for a year than the internet and 32% would forgo sex for a year rather than the internet

Download the full research deck below.

You can read our one page report with all of the key findings from our research here. You can also read our op ed on the research here.

LOG IN TO DOWNLOAD

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

IAB UK

Topics

Related content

EDAA OBA

EDAA Responsible Practices in Online Behavioural Advertising

Learn more

IAB Top 250 Mobile Audit Infographic

Learn more
Policy

How online advertising actually works – a brief visual guide

Learn more
a blonde lady looking surprised at a person eating food from a fork

EDAA: 2018 Activity Report

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.