Survey: majority of web users prefer current model of online ads

On the first day of the Federal Trade Commission's (FTC) workshop on "Online Behavioral Targeting," the Direct Marketing Association (DMA) indicated that providing relevant marketing materials to consumers online is fueling the unprecedented growth in the Internet.  Consumer response to a national survey found when given a choice about how Web content should be paid for, 72% of web users preferred that websites not charge them, and instead be funded by advertising. 86% confirmed that they usually visit free websites where the content they use is paid for by advertisers; only 10% said that the websites they access either charge them a subscription or pay for each download or use.

81% stated that the Internet made their lives better by making it easier to gain access to products, services, and content such as news, video, or music.
When asked about their Internet shopping habits compared with two years ago, the overwhelming majority (86%) of Web users confirmed that they were doing the same amount of shopping or more.

Finally, when all respondents, both online and offline, were asked whether they were aware that Internet companies were collecting information regarding their Web browsing, it was clear that consumers were aware of this practice.  In fact, only 30% indicated they were not aware of it, and a significant portion of those who were not aware had not yet used the Internet. 

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