London—One-fifth of U.S. Internet users would stop using a product or a service such as a social networking site if they felt they were being bombarded by too many ads, according to a study by digital marketing company Upstream.
According to the company's “Digital Advertising Attitudes Report,” 66% of U.S. Internet users said they already feel subjected to excessive digital marketing. As a result, 28% said they are less likely to respond positively to a brand they feel is engaging in excessive digital ads.
While 69% of U.S. Internet users are generally receptive to digital advertising, 26% said it should be tailored to their interests and contextually relevant to what they're doing. The study was based on an online poll in January of 2,105 U.S. adults.