A MarketingSherpa report reveals the not-so-unknown annoyance for Web users – filling out forms. Specifically, users are fed up with filling out forms to receive free information. The 18-24 set is particularly hesitant, as that demographic is increasingly being bombarded with spam and are resistant to divulge their email addresses to another potential spam trap. The study finds that removing all forms of lead capture resulted in dramatic increases in the number of page views, downloads, etc. of the previously protected content. The study also contends that adding extra “incentive” to complete a form (e.g. offering a complimentary e-Book, etc.) actually decreased the rate at which forms were completed by almost half.