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Goodblock - 2016 Report on Ad Blocking

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As the proliferation of ad blocking continues to rise at an astounding rate, Gladly explored ad blocking users’ behavior. This report specifically focuses on users’ whitelisting behavior, their reaction to publishers’ anti-ad blocking efforts, and their general sentiments about online advertising.

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Goodblock - 2016 Report on Ad Blocking

  1. 1. 2016REPORTOn Ad Blocking Behavior As the proliferation of ad blocking continues to rise at an astounding rate, Gladly explored ad blocking users’ behavior. This report specifically focuses on users’ whitelisting behavior, their reaction to publish- ers’ anti-ad blocking efforts, and their general sentiments about online advertising. The report is compiled from a combination of anonymized data from Gladly’s ad blocker, Good- block, and an internal, randomized survey of 243 users. By focusing on those driving the rise of ad blocking, the report’s findings aim to advance the conversations within the online advertising industry by shifting the focus on what users expect from their online experience.
  2. 2. Ad blocker users frequently whitelist websites What is the main reason you downloaded an ad blocker? The majority ( 77% ) of Goodblock users have whitelisted (manually disabled ad blocking) for one or more website. How Many Websites do Ad Blocker Users Whitelist? websites 10+ websites 5-9 websites 1-4 77% 23% Whitelisted a site No whitelisting 59% 15% 26% To speed up my web browsing 26%21.8% I hate all advertising and never want to see another ad 26%16% I have concerns about data privacy 26%2.9% A few sites had particularly annoying ads 26%51% A friend told me to 26%8.2% Key findings 77% of Goodblock users turn their ad blocker off for at least one website Of those whitelisting users, the majority are only whitelisting a few select websites (59% between 1 and 4 sites) The majority (51%) of users are downloading an ad blocker to block ads on a few annoying sites as opposed to eliminating all advertising
  3. 3. Users are likely to whitelist sites that ask What is the main reason you turn off ad blocking on a site? The Most Whitelisted Websites on Goodblock The ads on the site are useful to me I want to support the website by viewing ads The website doesn’t work unless ad blocking is off 58.5% 41% 0.5% 1. forbes.com 2. youtube.com 3. kisscartoon.me 4. kissanime.to 5. adf.ly 6. wired.com 7. cbs.com 8. hulu.com 9. agar.io 10. facebook.com 11. 8tracks.com 12. swabucks.com 13. cwtv.com 14. freerice.com 15. reddit.com 16. nexusmods.com 17. twitch.tv 18. pornhub.com 19. channel4.com 20. netflix.com % of Users That WhitelistedWebsite (astericks indicate sites that have recently changed their experience for ad blocker users away from forced whitelisting) 19.22% 13.49% 12.25% 10.99% 8.60% 7.10% 5.53% 4.68% 3.86% 2.84% 2.65% 2.57% 2.57% 2.46% 2.42% 2.22% 2.17% 2.06% 1.94% 1.81% Forced* None Forced Forced Appeal Forced* Forced Forced Appeal None Appeal Appeal Forced* Appeal None Appeal None Appeal Forced None Key findings The most whitelisted websites show a clear advantage for those sites that directly appeal to ad blocking users Most users are whitelisting to help support the websites (59%)
  4. 4. Meh, I know they need the ad revenue, so I help them out. 26%56.8% How people react to whitelist appeals Which best describes how you feel about sites that force whitelisting to view the content? Angry, I’m much less likely to use their site. 26%31.3% Frustrated, I’d rather just pay to visit the website than see ads. 26%3.3% Content, I don’t mind ads. 26%8.6% What do you do when you encounter a site that forces you to turn off ad blocking? I refuse to visit that site. 26%11.5% Depending on how much I like the site, I will disable my ad blocker. 26%67.7% I visit the site through a different browser. 26%2.4% I always disable my ad blocker. 26%15.8% Key findings In general, users will cave to forced whitelisting (65%) However, forced whitelisting may anger a large portion of users (31%) Very few people would rather pay for content than see ads (3%)
  5. 5. A glance into the future How do you feel about advertising? How guilty do you feel about blocking ads? I hate all advertising, period Some online ads are interesting, but there are just too many I dislike advertising, but I know websites need the money so I am conflicted I genuinely enjoy online ads and find them helpful 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 52.3% 42% 4.9% 0.8% No guilt 23% Some guilt 77% Key findings Ad blocking users are split between those who dislike ads but put up with them to support publishers (52%), and users who don’t dislike ads but are annoyed by the quantity (42%) The majority of ad blocker users feel some guilt about blocking ads (77%)
  6. 6. Learn More About Us: 2016 On Ad Blocking Behavior REPORT http://gladly.io

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