Tom Tullis & Marisa Siegel
Proceedings of ACM CHI 2013 Conference on Human Factors in Computing Systems, 2013, pp. 1833-1838.
Publication year: 2013

A previous study had shown that users tend to associate certain elements of a web page with ads, and tend to avoid them. The current study revisited that data to see if this “ad blindness” varies with the age or gender of the users. We found that younger adults (20s and 30s) exhibited significantly more ad blindness than older adults.  We also found that men exhibited significantly more ad blindness than women. We believe that both researchers and practitioners need to pay more attention to age and gender in studies of web behavior.

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