The dominant reason internet users block ads is due to intrusive or annoying content. Ad avoidanceĬonsumers use various methods to avoid ads, including installing ad blockers or paying for ad-free digital media experiences. Like what you’re reading? Click here to learn more about Insider Intelligence’s leading Advertising, Media, and Marketing research. But 41% reported a neutral attitude toward web ads, which may suggest that those users were more tolerant of ads as part of the experience on publisher sites. But some have more neutral feelings toward web ads, and even ad blocking users are likely to accept ads when those experiences aren’t intrusive.Īccording to a Q2 2020 AudienceProject survey, nearly half (47%) of US internet users said they feel negatively toward ads on websites, while just 10% had a positive impression. Most consumers dislike ads on publisher websites, and they especially dislike video ads. Consumers are also more receptive to lighter, less intrusive ad experiences and incentivized ads that give them more control, such as rewarded video ads. But in most media channels, consumers are more likely to accept ads when they don’t have to pay to subscribe or can pay less for a subscription. When are consumers more tolerant of advertising?Īs publishers shift to subscription models, consumers are opting to pay to receive digital content without ads or with reduced ad loads. Young males were by far the most likely group to use ad blockers, at 65% adoption among those ages 18 to 29. But that rate jumps to over half (51%) among male internet users, versus 30% among those who identified as female. Male internet users are considerably more likely to use ad blockers compared with older users and females. On smartphones, 18- to 24-year-olds were actually the least likely of any age group to use an ad blocker, at 18% adoption-though usage rates on smartphones jumped to over a third among US adults ages 25 to 34 and 35 to 54. According to a March 2021 CivicScience survey, six in 10 US adults ages 18 to 24 said they use an ad blocker on desktop or laptop computers, while about half among those ages 25 to 34 and 35 to 54 said they do so. Younger adults are generally more likely to use ad blockers. But there’s usually a large discrepancy between user-reported and detected ad-blocked sessions, which often indicate far lower ad blocker usage than users themselves report in surveys.įor example, in Q2 2020, AudienceProject detected ad blocker use in 18% of sessions on desktop sessions and 7% of mobile sessions-but 37% and 15% of surveyed users indicated they were using an ad blocker on either device, respectively. On average, about 40% of US internet users utilize an ad blocker on any device, according to Blockthrough’s March 2021 survey. According to a March 2020 Consumer Reports survey, 24% of US adults said they used their preferred browser on desktop because it was better than other browsers for maintaining their online security, and 18% said the same of their browser preference on their smartphone. Some internet users are likewise probably adopting browsers for their privacy benefits. But substantial majorities also use them to protect themselves from malware (62%) and to protect their privacy (58%). But data privacy concerns also drive some people to use ad blockers to prevent tracking.Īccording to the Blockthrough survey, 81% of US ad blocking users said they use ad blockers to avoid interruptive or annoying ads. Internet users mainly use ad blockers to avoid intrusive, interruptive, or repetitive ads and get faster page speeds, as high ad loads can affect page loading times. Here is a look at some of the latest ad blocking trends and statistics. As publishers shift to subscription models, consumers are opting to pay to receive digital content without ads or with reduced ad loads. But even with incentives to view ads or share data, such as free content or rewards, many still aren’t comfortable with how companies use their data to target them with ads. Most consumers now proactively avoid advertising, whether by using ad blockers, paying for ad-free digital media experiences, or skipping ads. Do you work in the Advertising, Media, and Marketing industry? Get business insights on the latest tech innovations, market trends, and your competitors with data-driven research.In this article we break down consumer attitudes towards digital advertising and the latest ad blocking trends.Most consumers now proactively avoid advertising, whether by using ad blockers, skipping ads, or paying for ad-free experiences.
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