Annoying online ads cost business

Results from a study of users of Pandora has quantified the effect of shoving adverts in users’ faces. As part of the experiment, a section of users were served fewer ads than normal, and another section were served more ads than normal.

…after 1.5 years of being exposed to the experimental conditions, people did use the service more, the fewer ads they were served. At the end of the experiment:

  • The low-ad group listened for 1.7% more hours weekly than the control group.
  • The high-ad group listened for 2.8% fewer hours weekly than the control group.
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