The nine second rule: opting out of pop-up ads within seconds is the norm, study finds

The New York-based firm Mediabrik recently studied how people interact with their smart phones when an ad appears and learned that there was a distinct preference depending on how the ad was presented and that a pop-up ad was viewed for nine seconds compared to 44 seconds for the opt-in ad.
The firm recruited 64 test subjects with the objective of finding out the different reaction to an 'opt in' ad versus a 'pop up' ad. 
“There was no research out there that quantified this until the