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282 Muhammad Nawz Mahsud, Muhammad Ijaz Ahmed and Ishtiaq Ahmad Chaudhry Table 1.3: perceptions type of Ads displayed on a web page Overall Male Female Natural Sciences Social Sciences Masters Students Bachelors Students Banner Ads Very frequent 63.3* 68.3 58.3 66.7 61.2 60.0 66.7 Some what 26.0 23.3 28.4 20.8 29.1 26.6 25.0 Never 10.8 08.3 13.3 12.5 09.7 13.3 08.3 Mini-Windows Very frequent 44.2 43.3 45.0 39.7 47.2 40.0 48.3 Some what 47.5 48.4 46.6 49.9 45.7 51.7 43.3 Never 8.3 08.3 08.3 10.4 07.0 08.3 08.3 Pop-up Ads Very frequent 54.3 60.0 48.3 60.4 50.0 46.7 61.7 Some what 34.1 28.3 40.0 23.0 41.7 38.3 30.0 Never 11.6 11.7 11.7 16.7 08.3 15.0 08.3 Superstitial Ads Very frequent 28.3 28.3 28.3 25.0 30.5 26.7 30.0 Some what 54.2 53.4 55.0 54.1 54.2 56.6 51.6 Never 17.5 18.316.7 20.8 15.2 16.7 18.3 Floating Ads Very frequent 39.2 36.7 41.7 41.7 37.0 50.0 28.3 Some what 45.8 46.6 45.0 39.8 50.5 28.3 63.3 Never 15.0 16.7 13.3 18.0 12.5 21.7 08.3 N: 240 120 120 96 144 120 120 *: Figures in the table show percentages. The findings however, show somewhat difference between male (60.0%) and female (48.3%) and between postgraduate (46.7%) and undergraduate (61.7%) student’s perceptions that pop-up ads very often displayed on a web page show. The result regarding frequency of superstitial ads displayed on a web page illustrate no significant difference and almost all the users believe that the same is more often displayed on web page. Results (table 1.3) regarding the frequency of floating ads, displayed on a web page depict the same position but here only the postgraduates (50.0%) are some what more of the view that floating ads often displayed on web page than the undergraduates (28.3%). The empirical findings shown by table 1.4 regarding the liking of Internet banner advertisements reveal that most of the users like very much the banner ads but little difference is observed between the students of natural sciences (45.8%) and student social sciences (58.2%), and post graduates (48.3%) and under graduates (58.4%). Whereas, response about mini-windows liking illustrate all the users equally some what like the same, it is observed that students of natural sciences significantly (60.4%) some what like mini-windows ad compared to other sub groups of the study.
The Impact of Internet Banner Advertisements on University Students 283 Table 1.4: Formats of Interactive Internet Advertisements liking: Overall Male Female Natural Sciences Social Sciences Masters Students Bachelors Students Banner Ads Much Like 53.3* 56.7 50.0 45.8 58.2 48.3 58.4 Some what 31.7 30.0 33.4 35.4 29.1 33.4 30.0 Never 15.0 13.3 16.6 18.7 12.5 18.3 11.6 Mini-Windows Much Like 31.7 33.3 30.0 23.0 37.5 31.7 31.7 Some what 45.0 50.0 55.0 60.4 47.2 55.0 50.0 Never 15.8 16.7 15.0 16.7 15.2 13.3 18.3 Pop-up Ads Much Like 37.4 38.3 36.7 39.5 36.0 38.4 36.7 Some what 36.8 36.7 36.6 29.2 41.7 35.0 38.3 Never 25.8 25.0 26.7 31.2 22.2 26.0 25.0 Superstitial Ads Much Like 26.6 25.0 28.3 20.8 30.5 28.3 25.0 Some what 44.2 45.0 43.3 52.1 38.8 41.7 46.6 Never 29.2 30.0 28.3 27.1 30.5 30.0 28.3 Floating Ads Much Like 31.7 21.7 41.7 37.5 37.5 31.6 31.6 Some what 46.7 53.3 40.0 45.8 45.8 43.4 50.0 Never 21.6 25.0 18.3 16.7 16.7 25.0 18.3 N: 240 120 120 96 144 120 120 *: Figures in the table show percentages. The users’ response about liking of pop-up and superstitial advertisements reveals no significant difference between their perceived perceptions about liking the same advertisements on the Net. The same picture is also depicted in the users’ response to the extent of liking Floating ads but here only female students somewhat more like (41.7%) the same than the sub groups of the study. The users’ response to the question that how much they feel annoying when advertisements display during the Net using timing, reveals no significant difference and almost all the users that the same very much or some what annoying them (table 1.5). The results further illustrate that almost all overall and sub groups of the Net users also feel annoying during display of mini- windows and pop-up advertisements, but the under graduates are significantly (60%) more of the view that the displaying of pop-up advertisements are annoying them compared to the perceptions about the same of other sub groups. The users perceived perception about the display of superstitial and floating advertisements mostly depict the same position shown by the findings regarding mini-windows and pop-up advertisements, but again the under graduates are more (63%) of the view that the display of floating advertisement is annoying them than the perceived perceptions of other sub groups about the same.
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