Americans want a 'dislike' button for online ads

Over half of Americans think that marketing is "a bunch of B.S." and most would like to see a dislike as well as a like button on social media sites, according to a recent survey.

A study found that American consumers preferred viewing an ad in a magazine than online. ©nmedia/

According to "The State of Online Advertising" survey by Adobe published Wednesday, if people have to be bombarded with advertising, they would rather see it in print magazines or on TV between their favorite shows than when surfing the web.

In fact 66 percent of consumers believe that TV advertising is more important and effective than its online cousin. Only 10 percent of respondents think that online advertising was clever while 68 percent find online ads annoying and distracting and 54 percent believe that online banner ads don't work. Even on TV or within magazines, only 31 percent of consumers claimed to enjoy viewing or reading advertisements, while 0 percent of the respondents said that they liked to see advertising in apps.

On the subject of social media, 69 percent of the 1,250-strong representative sample group said that they used sites such as Facebook, and 57 percent said they had ‘liked' something on behalf of a brand or product they enjoy. Although 53 percent also wished there was a dislike button on the same sites, it's also interesting to note that when asked what they would do if they saw a friend ‘liked' a product on a social media site, 35 percent said they would do nothing, compared with 29 percent who would ‘check out' the product.

On the topic of influence, 44 percent of the sample believe advertising works better on women than men, and 28 percent say that women are very influenced by advertising (compared with 11% who claimed men were), but both sexes agree that advertising works best on children (79% of female and 74% of male respondents). As for marketing as a profession, when asked to rank occupations in order of value to society, teaching came top while advertising or marketing professional was ranked in the bottom four along with actors, dancers and PR professionals.

About the author

Writer: AFP
Position: News agency