Study: Tech Users Want More Control, Fewer Ads

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Most viewers still aren’t keen on advertising, and marketers will have to relinquish more control if they want to cater to individual tastes, according to a new study of tech- owning consumers released last week by The Media Kitchen and InsightExpress. But the findings also offer good news for advertisers: While about 40 percent of respondents said they avoid advertising of any kind, a sizable majority would welcome “opt-in” ads.

The survey, completed in mid-October, focused on the mind-sets of 500 Internet users who have at least two of the most popular high-tech devices or services: high-speed Internet; digital TV programming; a personal digital assistant, such as a Blackberry; a personal video recorder; an MP3 player; satellite radio; or a cell phone with online capability.



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