NEW YORK: Children and teenagers typically view fewer ads than adults when using the web, according to a study by measurement specialists Nielsen Online into internet "clutter expose".

Nielsen found that children aged 2–11 were exposed to the lowest number of ads, followed by their counterparts aged 12–17.

Teenagers using social networking sites like Facebook and MySpace were also found to be exposed to lower levels of advertising clutter, largely as these sites have not translated their audience numbers into established advertising platforms.

Consumers over the age of 65, by contrast, viewed the most ads when using the net, in line with an overall trend of increased levels of advertising "clutter" targeted at consumers as they get older. 

One of the main reasons why children are exposed to fewer ads is that many sites targeting kids carry limited or no marketing communications.

Nielsen's study was based on data from users of its own websites, advertising campaign information, page impressions, the time users spent looking at individual pages and the size of web ads.

The firm's vp of media analytics, Jon Gibs, says: "Used in conjunction with other metrics, such as unique audience, the clutter measure provides a relative benchmark to help media buyers understand the websites that provide the optimal level of impressions within an acceptable amount of clutter."

Data sourced from Ad Week (US); additional content by WARC staff