Younger audiences are less receptive to internet marketing, a survey by Nielsen Online has found.

The results of the study found that 12 to 17-year-olds are accustomed to less online advertising on the websites that they visit.

Children aged two to 11 experienced the least internet advertising, with internet users aged 65 and above conversely exposed to the most.

Jon Gibs, vice president of media analytics at Nielsen Online, said that the results offer a "relative benchmark" in understanding websites’ amount of advertising.

He added: "The best strategy with this new metric is not simply to find websites with the lowest advertising clutter, but to leverage the right combination of web traffic, advertising volume and demographic targeting."

Meanwhile, marketers are increasingly turning to the internet for online marketing, the Internet Advertising Bureau says.

The website adds that the results of an Eloqua study found that 60 per cent of marketers surveyed are planning to move away from paper-based campaigns.

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