Thirty-seven per cent of the 2,000 consumers polled for the IAB/ValueClick report indicated they were happy to see ads on social media sites, the lowest total for any media.
A fifth (20%) said they were “unhappy” when presented with ads, the highest percentage registered.
Magazine and print advertisements are the most welcomed, 52% say they are happy and 10% unhappy to see them, followed by television and retail websites.
Elsewhere, the report found that more than half (52%) of consumers are accepting of online ads if it means they do not have to pay for content. Just one in ten respondents said they would be willing to pay for content if it was ad-free.
Despite the bullishness among the majority that they know how to bolster their online privacy, there is still some confusion about over what a cookie is, with only 57% choosing the correct definition from a list of options.