among respondents from Belgium, Czechia, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Spain, and Sweden
Method of interview
Online survey
Supplementary notes
Original question: "How often, if at all, would you say you find the adverts you see online useful? Useful could mean that they help you find out about new products or brands, let you know about sales or pricing, or provide you extra information on a product or category you were already interested in." The survey was conducted in the following 12 European countries: Belgium (1,000 respondents), Czechia (1,000 respondents), Denmark (500 respondents), France (1,000 respondents), Germany (1,000 respondents), Ireland (500 respondents), Italy (1,000 respondents), the Netherlands (1,000 respondents), Norway (500 respondents), Poland (1,000 respondents), Spain (1,000 respondents), Sweden (1,000 respondents).
During a November 2024 survey carried out among consumers from 12 European countries, roughly ** respondents stated they (fairly often or all the time) found online advertising useful. Among respondents aged 16 to 34, the share stood at ** percent,
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IAB Europe, & Kantar Media. (April 30, 2025). Perceived usefulness of online advertising according to consumers in Europe as of November 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 20, 2026, from /statistics/1290540/usefulness-advertising-europe/
IAB Europe, und Kantar Media. "Perceived usefulness of online advertising according to consumers in Europe as of November 2024." Chart. April 30, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 20, 2026. /statistics/1290540/usefulness-advertising-europe/
IAB Europe, Kantar Media. (2025). Perceived usefulness of online advertising according to consumers in Europe as of November 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 20, 2026. /statistics/1290540/usefulness-advertising-europe/
IAB Europe, and Kantar Media. "Perceived Usefulness of Online Advertising According to Consumers in Europe as of November 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Apr 2025, /statistics/1290540/usefulness-advertising-europe/
IAB Europe & Kantar Media, Perceived usefulness of online advertising according to consumers in Europe as of November 2024 ÌÇÐÄÆƽâ°æ, /statistics/1290540/usefulness-advertising-europe/ (last visited July 20, 2026)
Perceived usefulness of online advertising according to consumers in Europe as of November 2024 [Graph], IAB Europe, & Kantar Media, April 30, 2025. [Online]. Available: /statistics/1290540/usefulness-advertising-europe/
