Survey: 92% Agree Ad Supported Online Content Is Important To The Overall Value Of The Internet

In a poll commissioned by the Digital Advertising Alliance (DAA), 92 percent of 1,000 Americans surveyed agreed that free news, weather, email, blogs and video content was either somewhat or extremely important to the overall value of the Internet.

Less than 10 percent of the people polled would prefer an ad-free Internet where users paid to access  blogs, entertainment sites, videos and social media sites, while 75 percent surveyed said they prefer the existing Internet model where most content is free, but includes ads.

Conducted earlier this month, the poll measured attitudes regarding online advertising with a specific focus on Internet-based ads. According to the DAA, the survey results show that Americans value free Internet content and appreciate online advertising that is tailored to interests.

When asked if they would rather see Internet ads for random/generic products and services, or ads for products and services that reflect their interests, nearly 70 percent of the people polled said they prefer, at least, some ads to be directed toward their interests.

The poll also offered insight into how Internet ads affect purchasing decisions with 42 percent of respondents claiming they had purchased a product or service because they saw or clicked on an advertisement. Of the 1,000 participants, 50 percent said that an online advertisement had helped them save money on a purchase or saved time finding it, and 58 percent confirmed that an Internet ad had helped them find an offer or product that they wouldn’t otherwise have known about.

More than 75 percent of people surveyed believe they should be able to choose the types of ads they see and how they are generated.

Only 17 percent of survey respondents trust the government to regulate how Internet advertising is delivered, while 61 percent didn’t trust the government and 20 percent were not sure. More than 45 percent of respondents said they would not support a law that restricted how data is used for Internet advertising if it potentially reduced the availability of free content like blogs and video sites.

Identity theft was the biggest online concern, with more survey respondents worried about their identity being stolen online than viruses and malware, cyber-bullying and stalking, government surveillance of data or behaviorally targeted Internet advertising.

Surveying 1,000 people nationwide, Digital Advertising Alliance commissioned Zogby Analytics to conduct the poll between April 2 and April 3, 2013.

(Image credit: Zogby Analytics)