Mobile ad network BuzzCity has released the findings of a study in which 3,000 consumers across 17 countries were questioned about their attitudes towards advertising, including their levels of trust in advertising, how it influences their purchasing decisions, and the methods they employ to avoid it.

The internet emerges as the most visible form of advertising, cited by 67 per cent of respondents, followed by mobile advertising (42 per cent), magazines, (21 per cent) and radio (20 per cent). When it comes to avoiding ads, 30 per cent of respondents said they did so by changing channels on the TV or radio, while 28 per cent pay to avoid ads, subscribing to pay TV or video on-demand services. 26 per cent of respondents said they use ad blocking browser extensions when online.

“Consumers are living in an age of ubiquitous advertising and are responding to this by working out ways to filter what advertising they want to see, hear, and listen to,” said BuzzCity CEO, Dr. KF Lai. “Ad avoidance is not a new phenomenon. However, with a more discerning consumer, brands and agencies need to respond to it and treat their audiences as individuals, targeting ads more carefully.”