In one of two studies carried out by research and data company CCB, almost three-fifths of the 3,096 respondents said the appearance of pop-up ads might even stop them from visiting the website again.
The second study shows that two-thirds of consumers are unable to remember a single brand name they have recently seen advertised online. The most recalled brand, Dell, was recalled by only 47 out of 2,000 people.
Bill Burey, managing director of CCB, said: "This would indicate that brands, which have until now regarded online advertising as a cut-price medium where even intrusive, thrown-together ads will generate additional responses, need to examine the effect this activity is having on prospects who are far more likely to respond negatively than positively."
Despite the fact that 14% of CCB's respondents said they do not mind seeing pop-up ads, half of those added that they can't remember ever clicking on one for further information.
More than half found the ads "mildly" or "highly" annoying and "never take notice of the brands/products".
In addition, 27% said they make them feel negatively towards the brands being promoted.
Feelings about these ads are so strong that three-fifths of internet users have taken matters into their own hands by using pop-up blockers all the time.
However, on a positive note 86% of respondents had a broadband connection, and 56% had bought goods or services via the internet six or more times in the last year, while 37% had bought on the web up to five times.
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