Zogby asked respondents about their biggest concern about the Internet, and only about 4 percent identified behavioral advertising. Nearly 39 percent said their biggest concern was ID theft, and 34 percent said viruses and malware. Another 12 percent said their biggest concern was government surveillance of data.
The survey didn't ask if Internet users would prefer to continue to get free content while not seeing advertising. A May study by ClarityRay, a company that helps Web publishers defeat ad-blocking software, found that more than 9.2 percent of Internet users in the U.S. and Europe were using ad-blocking software.
More than 18 percent of Chrome and Firefox browser users have ad-blocking extensions installed, according to the company.
Large-scale ad-blocking on the Internet is "untenable" for publishing companies, Mastria said. "Someone has to pay for that service," he said.
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