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Keyboard with a BUY keyMore than four in 10 consumers say they would rather see online advertising targeted to their interests, rather than ads for random products, according to a new study.

The report, prepared by Zogby Analytics on behalf of the Digital Advertising Alliance, showed that 40.5 percent of the 1,000 people in the survey preferred targeted ads, while 27.6 percent said they were content to see both targeted and random ads.

Just 16.1 percent preferred random ads.

The study showed that 75.4 percent of the people in the survey would rather get free ad-supported content, compared to 9.3 percent who would rather pay for ad-free content.

In addition, 47.3 percent of the respondents opposed a law that “restricted how data is used for online advertising, but also potentially reduced the availability of free content such as blogs and video sites.”

Other highlights of the report, which is summarized at the Marketing Charts blog:

  • Almost 60 percent said an online ad had helped them find a new offer or product.
  • Half the people in the survey said an online ad had either helped them save money on a purchase or save time finding that item.
  • More than 40 percent said they had bought something because they saw or clicked on an online ad.

Learn more about what we do at the Synergyst Research website.