According to a recent study by the University of Udine and Gorizia, 80% of internet users find online ads an obstacle to their navigation, reducing ease of use of the web. The results presented in the study are based on a survey conducted in the north east of Italy:
Source: ANSA
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This is one reason people are moving from search into social media. The information is perceived as more “honest” in social media. Most consumers, especially in Europe, prefer to be “pulled” into interesting ads and marketing information, rather than pushed.