CABA Information Series

(IS-2012-90) Consumers driving the digital uptake

This paper from IAB Europe summarizes McKinsey & Company market research assessing the consumer value of free – i.e. Internet advertising supported – digital services. A key finding is that user benefits from Web services are significantly larger than the advertising revenues, user interruptions, or privacy issues associated with those ads. This value is six times larger than what they are willing to spend to avoid the advertising disturbance and privacy risks.






















(Adobe PDF File)