That's a study on Facebook, so isn't representative of the general population. I would assume that everybody using Facebook has a certain level of tolerance for ads or they wouldn't be using it in the first place.

The firefox plugin adblock-plus has 3,377,822 users.

The included abstract covers research about "the causal effects of online advertising on consumer welfare". As I read it, the abstract has nothing about consumers liking or disliking advertising.