Consumer attitudes towards digital advertising


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.


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.

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