LONDON: A new study from Yahoo Europe claims that British surfers are suffering from a surfeit of information, so much so, that they deliberately screen-out irrelevant messages.

Eighty per cent of respondents consciously disregard the tsunami of irrelevance that bombards them via their computer screens, avers the search portal – an unhappy situation it implies it can overcome by better targeting.

With pressures increasing both at work and home, respondents say they have less free time. So when online they want to be as efficient at possible.

A large majority of web-users (79%) demand something of value in return for heeding ads, whether that 'something' is pure entertainment, a relevant message or access to learning something new.

Says  Yahoo Europe's vp of marketing  Kristof Fahy: "Consumers are overwhelmed with the constant flow of information they receive on a daily basis.

"So businesses need to convince them of the relevance of their messages in order to gain their attention. This means that online marketers need to think hard how to better target and engage with their time-poor audiences.

Data sourced from M&M Global; additional content by WARC staff