People don't have to put up with it. They don't look at it at all if they don't want to. Miller questioned the current use of the Web for advertising. This isn't mass media, which is the way the Nielsen folks were looking at it, he said. This is more a telephone Yellow Pages type of model.
People actively go out and look up what they want on the Internet.
They don't just absorb what you broadcast at them. Time spent on the net is taking away from other forms of recreation. The study shows the average Internet user spends 6.6 hours per week on the Net. In news that surely made Steve Case smile, AOL was the most popular way of accessing the Internet. The survey also found that online shopping wasn't as likely to take off as some other services, like online banking.