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News from the field

'My Space' Generation less exposed to online advertising clutter than their parents

Published on: 29.10.08
Source: Nielsen Online

Nielsen Online, a service of The Nielsen Company, reported that 12-17 year olds are accustomed to less online advertising on the Web sites they visit than adults of all ages. An analysis of online advertising clutter showed that Internet users 65+ were exposed to the most clutter, while kids 2-11 experienced the least. Since Web sites designed for children have little to no advertising, it is perhaps not surprising that the youngest Web visitors are typically exposed to a low level of advertising clutter. But even teenager, the highest indexing age group on MySpace, encounter relatively low clutter levels. From a content perspective, more niche Web sites, which attract smaller audiences, tend to have higher clutter.

Please read the complete press release in PDF under http://www.nielsen-online.com


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