A new study from Interpublic Group's Universal McCann examines online media by "heavy" internet users - those accessing the web at least 11 times in one week - who the study estimates number nearly 100 million people.

Some 80 percent of those users don't mind sponsorships, banners, buttons and sponsored search links - except when those are in an email, in which case just 48 percent of users view them favorably, reports AdWeek. Pop-ups are tolerated by only 12 percent of those surveyed, and 40 percent say they are "bothered" by bloggers' being paid to endorse a product. Some 71 percent of frequent web users age 16-34 have participated in "blogging activity" - but so have 54 percent of those age 35-49.

The Universal McCann study found that 54 percent of respondents "typically" also watch TV while they're online; 47 percent also listen to music from a non-radio source; 41 percent listen to the radio. Only 15 percent go online without consuming other media.

Instant-messaging is the most used online application, price-comparison is second, social network is third. Podcasting is used by only 13 percent of heavy internet users - but it is second on the list of what platforms heavy web users say they intend to use online, behind internet protocol TV.