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Online consumers overall say they are most likely to pay attention to internet ads in the early evening and onward into the night, though specific time preferences vary by age group, according to a survey by Lightspeed Research and the Internet Advertising Bureau (IAB).

The research, conducted among online UK consumers, shows that while the early evening was the best time of day for all age groups, younger audiences are more likely to show a steady increase in attention to ads as they day progressed and were more likely to prefer entertaining ads. In contrast, older age groups had peaks in ad interest between 9-12 pm and 2-6 pm.