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Just 11% of UK consumers enjoy advertising

April 12, 2019 / WARC

Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK. Kantar, the research and insights firm, has found that more than half 56% of British consumers object to being targeted with ads based on their past activity online, while a similar proportion 55% feel completely apathetic towards advertising, up from 53% in 2018. In addition, Kantar’s Dimension study revealed that almost three-quarters 73% of UK consumers report seeing the same ads over and over again and, as a result, just 11% said they enjoyed advertising.
However, on a more positive note, 61% agreed they were open to receiving ads relevant to them, while 45% found ads tailored to them were more interesting. The study, which surveyed 5,000 online consumers in five markets with a combined total adspend of $352bn, also revealed that the proportion of UK consumers who use a...