Forrester Research, Cambridge, MA, has completed a study showing that consumers are embracing online content but that Internet advertising is not being well received. The Media On-line Challenge study revealed that only 37 percent of new Internet users have ever clicked on banner ads. That percentage increases to 62 percent after 42 months of online experience.
Forrester also found that there is a “general reluctance” among Web users to provide detailed information such as household income and telephone numbers. Clubs, associations and affinity groups tend to get the most information from consumers while retailers, media companies and advertisers get the least, the study revealed. A sample of 9,100 consumers was used for the survey.
