Online consumers are more receptive to behaviorally targeted ads than to contextual advertising, according to a new study.

JupiterResearch found that behavioral ads outperform contextual ads by up to 22% in some categories. It also found that audiences receptive to behavioral ads are of higher value than those who respond to contextual ads. Revenue Science, Inc., a digital media marketing company, announced the results Thursday.

"We're glad to see that the voice of the online consumer echoes our position that behavioral targeting is more effective -- for advertisers, publishers, and for consumers --than contextual advertising," said Marla R. Schimke, VP of marketing at Revenue Science, in a statement. "This study also reaffirms our belief that Internet users favor advertising relevant to them personally and that advertisers should employ behavioral targeting campaigns to maximize their return on investment."

JupiterResearch surveyed more than 2,000 people in April. Participants were polled on their receptiveness to different types of ads, their interest levels, and what type of ads are likely to lead them to action.

The survey showed that 14% more online consumers are more receptive to behaviorally targeted ads than to contextual ads. That represents 63% of the total audience, according to RevenueScience.

The study also found that behavioral targeting outperforms contextual advertising in gaining consumer attention by at least 10% across 14 major product categories. The categories include financial services, consumer electronics, pharmaceuticals, fashion, and style, among others.

Seventeen percent more online computer and related equipment buyers are more receptive to behaviorally targeted ads, while 18% more online auto purchasers are more receptive, the study found. Twenty percent more online telecom purchasers are more receptive to behaviorally targeted ads than to contextual ads, RevenueScience said.

More than 75% of online shoppers reported shopping once a month or less and that the majority only research a product once or twice before buying.

"Due to the level of consumers' online activity, marketers have to maximize a limited opportunity to move consumers through the purchase funnel and this research shows behavioral targeting is the solution," Schimke said.

Finally, behaviorally-receptive audiences are more likely to have a higher income, spend more online, and shop more frequently than others, the survey found.