Just 12 percent of visitors to “large” websites often look at ads, and ABC1s (ie. the demographic many ads target) are less likely than C2DEs to pay attention. But social networks are proving better ad platforms than general sites - a lower number, 26 percent, of users shun ads there, though 36 percent say they rarely pay attention. In contrast to all this, specialist sites are far more effective than general-interest sites for ad delivery, with 73 percent of users saying they pay attention to ads there.

The study says 22 percent of users only go to niche, sector-specific destinations, while only two percent visit the mainstream sites - “consumers are deserting mass media portals”.

Powered by Qumana