Online ads mostly directed at older web users

Online advertising “clutter” is largely directed towards older web users, a new survey has found.

According to research by Nielsen Online, web users aged between 35 and 65 experience the largest amount of online advertising, while younger internet surfers are subjected to the least.

The survey found that because websites designed for children have either minimal or no advertising, the youngest web enthusiasts (aged from two to 11) consume the least amount of online advertising.

Even youths aged between 12 and 17 - the highest indexing age group on MySpace - are exposed to relatively low levels of online advertising clutter and are less accustomed to it than members of all adult age groups.

The findings revealed that the more niche websites that attract smaller audiences tend to have higher levels of advertising clutter.

Jon Gibs, vice president of media analytics at Nielsen Online, said: “While today’s teens have grown up with a lot of advertising, it is still important to advertise online at a clutter level they are comfortable with to ensure your message gets through.”