Creepy or cool? UK consumers think digital advertising is getting worse


UK consumers are more annoyed by online ads than their European counterparts, according to a report from Adobe.


The research, from Adobe, indicates that 27% of UK consumers think digital ads have got worse over the past three years compared with 22% of their counterparts in France, 20% in the US and 18% in Germany.

In addition, more than half (54%) of UK consumers describe online advertising as "ineffective", compared to 52% in Germany, 51% in France and just 43% in the US.

UK consumers are more antagonistic on nearly all measures covered in the Adobe study.
For example, half (50%) say they would stop watching an ad entirely if it was not skippable – more than in the other three nations – while 74% agree that they "try to skip ads as soon as possible".

The results do not get much better for display ads either because almost two-thirds (63%) of UK consumers say they are "most unwilling" to view pop-up ads after clicking, compared with 59% in France and 46% in Germany.

The results suggest marketers need to pay much more attention to the type and volume of ads they are showing UK consumers.

<< Back to today’s Digital Intelligence news

Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy