A survey commissioned by Upstream from YouGov provides some warnings, suggesting that 27% of Brits and 20% of Americans would stop using a service if they felt it was subjecting them to too much advertising.

64% of Brits and 67% of Americans also said they would find it most unacceptable to receive unwanted advertising on their mobile phones. However, this isn’t necessarily a bad thing for Facebook: 26% said they wanted ads tailored to their personal interests, which is right up the social network’s street.

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