Mintel's research shows that internet users pay nearly twice as much attention to ads via search engines such as Google compared to social networks. Given that sites such as Facebook remain popular places to spend extended periods of time, this is perhaps down to the fact that attentions are diverted by the range of things do on social networks, such as connecting with friends and games. Technology ownership affects the way internet users interact with ads: the more gadgets owned increases the propensity to pay attention to online advertising and encourages more positive attitudes to online advertising in general. This is partly down to improved technological literacy and sophistication, and bodes well for the sector as ownership continues to increase across the mass market.