Whilst researching for a client project, we've found some interesting data on how US consumers view online advertising. Carried out last year for RevenueScience, the study by Poneman shows that consumers are frustrated over ad clutter and many "perceive banner ads as annoying, intrusive and irrelevant" They also rate pop up ads as even more annoying than telephone marketing.
66% of those surveyed said they would find banner ads less annoying if they were more relevant - and 45% would be willing to provide additional info to get more targeted ads. The study gives a lot of detail into consumers views on giving data - supporting our experience they're generally happy to give their name, address and gender but not much else. Privacy is a major issue - driven by worries over identity theft and spoof websites.
What is quite remarkable is how people would like this clutter and annoyance resolved; when asked do you think unwanted Internet ads should be legally banned or limited by law, 44% agreed - and another 21% were not sure!