• by Wendy Davis , Staff Writer @wendyndavis, July 7, 2005

A new study about attitudes towards spyware and adware by the Pew Internet & American Life Project confirms that online users are now aware -- and resentful -- of ad-serving programs.

Most consumers don't like pop-up ads, get irritated when their computers slow down, and are peeved when their home page is mysteriously changed. And, even though consumers admit they don't always read the license agreements when downloading software, many still have put two and two together to figure out that certain programs come bundled with adware/spyware.

The result? About one in three of the consumers surveyed by Pew have stopped downloading software and one in four no longer download music or videos from peer-to-peer networks. What's more, when Pew questioned consumers who at one point had adware/spyware on their home computers, 50 percent said they stopped downloading software and almost as many -- 44 percent -- stopped downloading from file-sharing networks.

But, here's the good news for adware purveyors: Pew also asked consumers whether they would prefer to pay for downloads or get free software bundled with adware. While 62 percent said they'd rather pay, 21 percent opted for free downloads with adware.

Twenty-one percent of consumers is a sizable market. It's big enough that adware companies can stay in business -- without burying the realities of ad-serving programs in fine print in license agreements. Yes, clear and conspicuous disclosure about adware might lead six in 10 consumers to cancel a download before it begins; no doubt that's why some adware companies resist transparency. Those companies should learn to be satisfied with the two in 10 consumers who accept them even after full, easy-to-read disclosure.

Not only will transparency slow down the backlash against adware purveyors, but all online businesses will be better off once consumers know that they're not going to end up with unexpected software on their computers.