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DAA-Zogby Poll Results

Consumers want to control their own online experience, and they value tools that help them achieve that control.  The more Internet users learn about the protections and choices available to them, the more comfortable they become with online interest-based advertising. A new poll conducted by Zogby Analytics on behalf of the Digital Advertising Alliance (DAA), explores the complex relationship users have with the internet.

61.8 percent of the 1,004 U.S adults polled in October said their experience with Internet sites and services is better than it was 10 years ago. To elaborate on that finding, the survey asked more specific Internet experience questions. Among the results, it was found that more than half of all Americans polled (51.3 percent) said they’d be more likely to click on an online ad that included an icon that allowed them to opt out of ad-related information collection. 

Importantly, 50.9 percent of survey respondents say that the Internet sites and services they value most are funded by advertising, yet only 4.4 percent would pay to visit all of the free sites they currently use.  

These survey results lend importance to the work that the DAA, the NAI and other organizations are doing to enhance transparency and choice around ad-supported content.  Consumers are asking for control and acknowledging that they understand the value-for-value tradeoff that comes with ad-supported content.  It’s this tradeoff that enables a vastly diverse and vibrant landscape of niche content sites, which exist because of the ad-supported model that helps them to monetize their sites and keep their virtual doors open.  

See the full results of this poll here.

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