Online Ads More Welcome on "Leisure-Time" Sites
The study also found that two-thirds of all wired consumers spend four or more hours a week at leisure-time sites and nearly a quarter of respondents spend more than 11 hours per week at leisure-time sites.
Greenfield says that more than a fifth of all respondents remember ads on leisure sites more than ads on other Internet sites and 45% of respondents consider ads found on leisure sites to be less intrusive than advertising on non-leisure sites.
When asked about the kinds of online ads which have the most impact on them while visiting a leisure-time website, 54% of respondents chose ads for other online offers and/or websites, and 32% cited ads for consumer products.
In terms of the forms of advertising that have the most influence regarding which sites web surfers visit in the future, 42% of those responding chose ads on other websites, 32% signified television ads for online destinations, and 14% cited ads in newspapers or magazines.
"Leisure-time activity on the Web is growing very quickly among the broad base of online consumers," said Mark Mitchell, senior VP of sales for pogo.com. "As more people spend increasing amounts of their leisure time on the Internet, advertisers of all kinds are recognizing the opportunity that these destinations represent."
* A "leisure site" was defined to survey participants as any Web site that people visit in order to relax or take a break.