GVU's Tenth WWW User Survey Graphs

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General Advertising

In general, do you like or dislike advertising (for example advertising on television, in magazines, on the radio, etc.)?
General Advertising

General Advertising

Frequency Percent Valid Percent Cumulative Percent
Valid Like a lot 177 5.4 5.4 5.4
Like a little 386 11.7 11.7 17.1
Some 1661 50.5 50.5 67.6
Dislike a little 567 17.2 17.2 84.8
Dislike a lot 500 15.2 15.2 100.0
Total 3291 100.0 100.0

General Advertising

General Advertising
Location Frequency Percent Valid Percent Cumulative Percent
. Valid Like a lot 7 8.2 8.2 8.2
Like a little 16 18.8 18.8 27.1
Some 43 50.6 50.6 77.6
Dislike a little 12 14.1 14.1 91.8
Dislike a lot 7 8.2 8.2 100.0
Total 85 100.0 100.0
USA Valid Like a lot 127 4.8 4.8 4.8
Like a little 302 11.4 11.4 16.2
Some 1365 51.4 51.4 67.6
Dislike a little 448 16.9 16.9 84.5
Dislike a lot 412 15.5 15.5 100.0
Total 2654 100.0 100.0
Europe Valid Like a lot 24 9.0 9.0 9.0
Like a little 40 14.9 14.9 23.9
Some 113 42.2 42.2 66.0
Dislike a little 59 22.0 22.0 88.1
Dislike a lot 32 11.9 11.9 100.0
Total 268 100.0 100.0
Other Valid Like a lot 19 6.7 6.7 6.7
Like a little 28 9.9 9.9 16.5
Some 140 49.3 49.3 65.8
Dislike a little 48 16.9 16.9 82.7
Dislike a lot 49 17.3 17.3 100.0
Total 284 100.0 100.0

General Advertising

General Advertising
Gender Frequency Percent Valid Percent Cumulative Percent
. Valid Like a lot 7 8.2 8.2 8.2
Like a little 16 18.8 18.8 27.1
Some 43 50.6 50.6 77.6
Dislike a little 12 14.1 14.1 91.8
Dislike a lot 7 8.2 8.2 100.0
Total 85 100.0 100.0
Female Valid Like a lot 56 5.4 5.4 5.4
Like a little 100 9.6 9.6 15.0
Some 557 53.7 53.7 68.7
Dislike a little 153 14.7 14.7 83.4
Dislike a lot 172 16.6 16.6 100.0
Total 1038 100.0 100.0
Male Valid Like a lot 114 5.3 5.3 5.3
Like a little 270 12.5 12.5 17.7
Some 1061 48.9 48.9 66.7
Dislike a little 402 18.5 18.5 85.2
Dislike a lot 321 14.8 14.8 100.0
Total 2168 100.0 100.0

General Advertising

General Advertising
Age Groups Frequency Percent Valid Percent Cumulative Percent
. Valid Like a lot 9 7.0 7.0 7.0
Like a little 19 14.8 14.8 21.9
Some 63 49.2 49.2 71.1
Dislike a little 20 15.6 15.6 86.7
Dislike a lot 17 13.3 13.3 100.0
Total 128 100.0 100.0
11-20 Valid Like a lot 15 8.6 8.6 8.6
Like a little 33 19.0 19.0 27.6
Some 75 43.1 43.1 70.7
Dislike a little 31 17.8 17.8 88.5
Dislike a lot 20 11.5 11.5 100.0
Total 174 100.0 100.0
21-25 Valid Like a lot 41 10.5 10.5 10.5
Like a little 63 16.1 16.1 26.6
Some 179 45.8 45.8 72.4
Dislike a little 67 17.1 17.1 89.5
Dislike a lot 41 10.5 10.5 100.0
Total 391 100.0 100.0
26-50 Valid Like a lot 101 4.9 4.9 4.9
Like a little 223 10.9 10.9 15.8
Some 1044 50.8 50.8 66.6
Dislike a little 379 18.5 18.5 85.1
Dislike a lot 307 14.9 14.9 100.0
Total 2054 100.0 100.0
50+ Valid Like a lot 11 2.0 2.0 2.0
Like a little 48 8.8 8.8 10.8
Some 300 55.1 55.1 66.0
Dislike a little 70 12.9 12.9 78.9
Dislike a lot 115 21.1 21.1 100.0
Total 544 100.0 100.0

General Advertising

General Advertising
Experience Frequency Percent Valid Percent Cumulative Percent
. Valid Like a lot 7 8.2 8.2 8.2
Like a little 16 18.8 18.8 27.1
Some 43 50.6 50.6 77.6
Dislike a little 12 14.1 14.1 91.8
Dislike a lot 7 8.2 8.2 100.0
Total 85 100.0 100.0
<1 Year Valid Like a lot 21 6.0 6.0 6.0
Like a little 48 13.6 13.6 19.6
Some 179 50.9 50.9 70.5
Dislike a little 42 11.9 11.9 82.4
Dislike a lot 62 17.6 17.6 100.0
Total 352 100.0 100.0
1-3 Years Valid Like a lot 60 5.6 5.6 5.6
Like a little 123 11.6 11.6 17.2
Some 581 54.7 54.7 71.9
Dislike a little 159 15.0 15.0 86.9
Dislike a lot 139 13.1 13.1 100.0
Total 1062 100.0 100.0
>4 Years Valid Like a lot 89 5.0 5.0 5.0
Like a little 199 11.1 11.1 16.1
Some 858 47.9 47.9 64.0
Dislike a little 354 19.8 19.8 83.7
Dislike a lot 292 16.3 16.3 100.0
Total 1792 100.0 100.0

General Advertising

General Advertising
Skill Level Frequency Percent Valid Percent Cumulative Percent
. Valid Like a lot 7 8.2 8.2 8.2
Like a little 16 18.8 18.8 27.1
Some 43 50.6 50.6 77.6
Dislike a little 12 14.1 14.1 91.8
Dislike a lot 7 8.2 8.2 100.0
Total 85 100.0 100.0
Novice Valid Like a lot 29 7.9 7.9 7.9
Like a little 41 11.2 11.2 19.1
Some 197 53.7 53.7 72.8
Dislike a little 43 11.7 11.7 84.5
Dislike a lot 57 15.5 15.5 100.0
Total 367 100.0 100.0
Intermediate Valid Like a lot 41 4.7 4.7 4.7
Like a little 110 12.6 12.6 17.3
Some 449 51.5 51.5 68.9
Dislike a little 137 15.7 15.7 84.6
Dislike a lot 134 15.4 15.4 100.0
Total 871 100.0 100.0
Experienced Valid Like a lot 68 5.2 5.2 5.2
Like a little 138 10.5 10.5 15.6
Some 662 50.2 50.2 65.9
Dislike a little 244 18.5 18.5 84.4
Dislike a lot 206 15.6 15.6 100.0
Total 1318 100.0 100.0
Expert Valid Like a lot 32 4.9 4.9 4.9
Like a little 81 12.5 12.5 17.4
Some 310 47.7 47.7 65.1
Dislike a little 131 20.2 20.2 85.2
Dislike a lot 96 14.8 14.8 100.0
Total 650 100.0 100.0

Source: GVU's Tenth WWW User Survey (Conducted October 1998)
URL:http://www.gvu.gatech.edu/user_surveys/
Copyright 1998 GTRC - ALL RIGHTS RESERVED
Contact: www-survey@cc.gatech.edu

For more information or to submit comments:
send email to www-survey@cc.gatech.edu.

GVU's WWW Surveying Team
Graphics, Visualization, & Usability Center
College of Computing
Georgia Institute of Technology
Atlanta, GA 30332-0280