Internet users in the UK expressed little interest in sponsored content in a November 2016 survey conducted by YouGov. Over one in four in the UK said they ignore such content completely. In Germany, only 13% said they completely ignored it.
The survey also explored what users in the two countries did after viewing sponsored content, and here too German respondents indicated a greater level of engagement. In Germany, fully 24% said that they followed up by getting more information on the advertised product, compared with just 11% in the UK.