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Why People Block Ads (And What It Means for Marketers and Advertisers) [New Research With Adblock Plus]



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HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.

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Why People Block Ads (And What It Means for Marketers and Advertisers) [New Research With Adblock Plus]

  2. 2. •  The majority of respondents agree ads are more prevalent and disruptive today compared to 2 years ago •  The most disruptive ads are online pop-ups, mobile ads that fill the entire screen, and video ads. •  While many have negative assessments of ads today, a majority agrees they only want to filter out the ‘worst offenders’ and would accept ads if they were not annoying •  Younger respondents and US based respondents are more open to turning off their ad blocker, whitelisting, and paying for content. KEY FINDINGS
  3. 3. CHAPTERS 1  How People Feel About Online Ads 2  Why People Install Ad Blockers 3  Opinions On Mobile Ad Blocking 3
  4. 4. CHAPTERS =4  Will People Turn Off Their Ad Blocker? 5  Age Differences 6  Global Differences 4
  5. 5. { } 1 How People Feel About Online Ads 5
  6. 6. Pop-up, mobile, and video ads are most disliked 6
  7. 7. Majority agree ads are more intrusive and prevalent today 7
  8. 8. Majority agree they’d like to ad filter rather than completely block 8
  9. 9. 34% say they’ve clicked ads by mistake, 15% said they were tricked. Only 7% clicked an ad because it was compelling 9
  10. 10. { } 2 Why People Install Ad Blockers 10
  11. 11. People use ad blockers to avoid annoying and disruptive ads 11
  12. 12. 78% of users found out about ad blockers from friends and the web 12
  13. 13. Ad blocker users want to control their browsing experience and see it as a convenience 13
  14. 14. Majority of respondents think ad blocking is a good thing 14
  15. 15. { } 3 Opinions On Mobile Ad Blocking 15
  16. 16. 83% of respondents would like to block mobile ads Sentiment is consistent across age groups 16
  17. 17. Annoying mobile ads fill the entire screen and track browsing 17
  18. 18. People value search ads since they’re relevant to their information needs 18
  19. 19. { } 4 Will People Turn Off Their Ad Blocker? 19
  20. 20. Users are split on whether they would turn off their ad blocker 20
  21. 21. When blocked from content, 16% will disable their ad blocker But more would stop visiting 21
  22. 22. But people will accept ads if they aren’t annoying 22
  23. 23. { } 5 Age Differences 23
  24. 24. Younger respondents are more comfortable paying for content 24
  25. 25. Older ad blocker users are less likely to whitelist 25
  26. 26. Younger users are more flexible when it comes to turning off their blocker 26
  27. 27. Older ad blocker users are more negative about ads 27
  28. 28. { } 5 Global Differences 28
  29. 29. Across countries, ads are seen intrusive and disruptive Perception of annoying/intrusive ads strongest in France 29
  30. 30. US respondents are more open to turning of their ad blocker 30
  31. 31. Even respondents with negative opinions are open to non-intrusive ads 31
  32. 32. More people have paid for content in the US and UK 32
  33. 33. HubSpot Research partnered with Adblock Plus to create the survey questions. HubSpot managed the online survey and localization while AdBlock Plus covered sampling costs. Survey sample was provided by Survey Sampling International (SSI), via SSI’s general population panels. The total sample size is 1,055 responses in the US, UK, Germany, and France. Survey takers were screened for laptop or desktop computer and smartphone ownership. Quotas were implemented to ensure a roughly 70/30 split of ad blocker users and non-users in each country. The survey was fielded from May to June 2016, and available in English, German, and French. METHODOLOGY