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92% of Americans believe free content is vital to the overall structure of the internet


By Jennifer Faull, Deputy Editor

April 20, 2013 | 2 min read

Less than 10 per cent of Americans would prefer an ad-free Internet which meant paying for content such as blogs, news and video content according to a survey conducted by the Digital Advertising Alliance.

92 per cent of the 1,000 Americans polled said that free news, weather, email, blogs and video content was important to the overall value of the Internet even if it means increased numbers of ads.

The survey looked at the attitudes regarding online advertising, specifically Internet-based ads.

70 per cent of people surveyed said they prefer ads to be directed toward their interests as opposed to ads for random products and services.

Furthermore, 42 per cent said they had purchased a product or service because they saw or clicked on an advertisement, with 50 per cent claiming that an online ad had helped them save money on a purchase or saved time finding it.

Meanwhile, 58 per cent said that an online ad had helped them find an offer or product that they wouldn’t otherwise have known about.

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

The survey involved 1,000 people from across America, with the Digital Advertising Alliance commissioning Zogby Analytics to conduct the poll between April 2 and April 3, 2013.

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