Irrelevant Ads Kill UX

According to a new study by Harris Interactive on behalf of Janrain, 74% of users reported getting frustrated with websites when ads, offers and promotions are displayed that have nothing to do with their interests.

In fact, the study found that 28% of respondents would give up social networks for a week, 25% would give up chocolate for a month and 21% would give up their smartphone for a day in exchange for relevant content on all of their favorite websites.

Perhaps the study’s most interesting stats, however, show that people are more annoyed by irrelevant political ads than anything else. For example, 67% of adults would lose their patience and leave a website if an ad appeared asking for donations from the political party that they dislike the most. That said, just 57% of respondents would leave a site if they were married and shown ads for a dating service, while 50% would leave if shown a recommendation to purchase underwear for the opposite sex.

“These results align perfectly with additional market research indicating that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them,” said Larry Drebes, CEO of Janrain. “It’s a wake up call for brands to fix this problem or risk losing customers and prospects.”

Despite demanding a personalized experience when browsing the Web, the study reveals consumers are still wary of providing personal information to online businesses.  Businesses, however, can ease these fears by being upfront with their consumers.  For instance, 77% of respondents would trust businesses more if they explained how they use personal information to improve the online experience, and 57% are OK with providing personal information as long as it’s for their benefit and being used responsibly.

“Consumers have been pretty consistent and clear in their feedback,” said Drebes. “The way to avoid alienating them is to give them what they want – personalized, relevant content using their data in a responsible and transparent way.”

Learn more about the study in an article on Website Magazine by our own Allison Howen.

Advertising Design Trends
Irrelevant Ads Kill UX
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