MarketingVox reports on the results of Klipmart study, which claims that Web users on average watch 21.04 seconds of the 30-second Web ad. In the technology category, average viewing time was 22.20 seconds; music: 22.12 seconds; theatrical: 21.45; travel: 21.32; consumer: 21.22; automotive: 21.08; gaming: 20.58; television: 20.08; and financial: 19.14.