Many webmasters can’t resist the temptation of putting more ad units on the web page to multiply the revenue generated from advertisements. A recent survey conducted by BurstMedia where over 4,000 web users participated revealed that:
- Ad clutter is not tolerated by web site visitors – many web users abandon a site they believe to be cluttered.
- Ad clutter can negatively impact a consumers’ perception of an advertiser’s product or service.
The aim of the survey was to better understand two things:
- how ad clutter impacts the web users Internet experience,
- and its impact on their perception of advertisers.
Too Many Advertisement Units Annoy the Visitors.
Percentage of users accept that advertising will appear on a web page
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47.40%
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Percentage of users have low tolerance for web pages with more than two advertising units
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52.60%
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Out of the 52.60% of users who have low tolerance for web pages with more than two ads are divided into two categories:
Percentage of users will tolerate only a single advertisement per web page
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27.30%
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Percentage of users will tolerate just two advertisements per web page
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25.30%
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29.9% survey respondents said that they immediately leave a site if they perceive it to be cluttered. Men seem to be more tolerant with ads. 27.5% of men said that they leave if the site is cluttered where as the number for women is 32.1%.
Too Many Advertisements are Less Effective.
75.5% of the survey participants who do remain on the site said that they pay less attention to the advertisements making the ads less effective.
Ad Clutter Negatively Impacts the Advertiser
52.4% of the respondents has a less favorable opinion of an advertiser when their advertising appears on a web page they perceive as cluttered.
I don’t think this survery takes into account how nicely the ads are blended into the web page with the content though. What are your tolerance level in terms of Advertisements on a web page? Do you agree with the result of this survey?
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