This information is pretty unsurprising. That said, I think Nielson is discounting to some degree the effect of good typography/page layout in this discussion.
Pages that are designed well will focus the attention of the audience on the content being delivered. Note that the users also aren't looking at other things that seem to be accessory, like the navigation panes. In the end, though, that's just another argument to try to blend ads into the content area of the site, ethical or not.
Pages that are designed well will focus the attention of the audience on the content being delivered. Note that the users also aren't looking at other things that seem to be accessory, like the navigation panes. In the end, though, that's just another argument to try to blend ads into the content area of the site, ethical or not.