Understanding Consumer Preferences to Sponsored Listings


In order to better understand the consumer view of sponsored listings, the IAB Search Engine Committee studied the consumer reaction to and awareness of sponsored search. Working with Nielsen ReelReaserch, we surveyed 1000 consumers, who represent the total online population, to learn their view.

Summary of Findings:

Overall our findings indicate that:

  • 86% of consumers are satisfied with search on the internet
  • 64% of consumers realize that some listings are labeled sponsored links or listings; and
  • 94% of consumers are unaffected by the presence of sponsored links or listings

For the complete set of findings: please download this PDF

About Nielsen ReelResearch

Nielsen ReelResearch, a unit of Nielsen Entertainment, is a full service market research company that provides media related insight to a variety of clients across the Entertainment and Consumer Goods/Advertising Industries.