Q1. How often do you click on adverts?

Q2. What do you think is most important in an online advert when drawing your attention?

Q3. How do you feel about the following types of adverts?

Q4. How do you feel about the following types of adverts?

Q5. How much do you agree with this statement? “Online advertisement has become increasingly invasive”

Q6. How much do you agree with this statement? “There are a lot more online adverts than there used to be”

Q7. Have you ever been tricked into clicking on an advert / do you ever feel like you have been particularly misled by an advert?

Q8. After being tricked by the advert, did you consciously decide that you wouldn't buy whatever the advert was trying to sell you?

Q9. Have bad adverts ever caused you to leave a site which (if the advert/s hadn't been there) you would have stayed on?

Q10. Overall, do you think online advertisement has a positive or a negative impact on your online browsing experience?

Q11. Do you feel that ad-blockers are a fair response to bad advertising practices?

Q12. Do you have an ad-blocker installed in your browser?

Q13. Why do you use an ad-blocker?

Q14. How likely do you think it is that one of the following options would lead to you turning off your ad-blocker?

Q15. How likely do you think it is that one of the following options would lead to you turning off your ad-blocker?

Q16. Is there anything which would persuade you to turn off your ad-blocker?

Q17. If all adverts had always been simple image and text adverts which did not attempt trick or harm you in any way, would you have installed your ad-blocker in the first place?