Yet another report highlighting the ill effects of pop-ups. This one from consultancy Bunnyfoot Universality which says that brands risk ‘suicide’ if they use them.

100% of people they tested found pop-ups frustrating and 60% said that pop-ups could make them mistrust the brand. “Brands are undoubtedly committing commercial suicide by insisting on using pop-ups. The effect of such techniques goes way beyond simply annoying the user, they frustrate, they impose and they engender mistrust,” said Bunnyfoot’s Rob Stevens.

The report can be found here. [PDF Download]