In a not so surprising finding, SAY Media this morning released results of research conducted with the IPG Media Lab indicating that “clean Web pages” have a more positive impact on advertiser and site perception when compared with Web pages that are “cluttered” with advertising messages. The finding is consistent with a number of advertising and media research studies conducted for a variety of media in the past.
The study’s authors cited comScore data showing that the average time spent by users on a Web page “is steadily decreasing,” and currently averages 40 seconds per page.
Among those who actually saw the ads, the ones on the clean pages were viewed for an average of 6.4 seconds, while the ones on cluttered pages were viewed for an average of 3.2 seconds.
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