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

The document discusses the increasing prevalence and disruptive nature of online ads, particularly pop-ups, mobile fullscreen ads, and video ads, leading many users to install ad blockers. While there is a general dissatisfaction with ads, a majority prefer to filter out the most intrusive ones rather than blocking all ads completely. Younger users and those in the U.S. are more open to turning off ad blockers or paying for content, highlighting generational and regional differences in attitudes toward online advertising.

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WHAT IT MEANS FOR MARKETERS AND ADVERTISERS WHY PEOPLE BLOCK ADS
•  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
CHAPTERS 1  How People Feel About Online Ads 2  Why People Install Ad Blockers 3  Opinions On Mobile Ad Blocking 3
CHAPTERS =4  Will People Turn Off Their Ad Blocker? 5  Age Differences 6  Global Differences 4
{ } 1 How People Feel About Online Ads 5
Pop-up, mobile, and video ads are most disliked 6
Majority agree ads are more intrusive and prevalent today 7
Majority agree they’d like to ad filter rather than completely block 8
34% say they’ve clicked ads by mistake, 15% said they were tricked. Only 7% clicked an ad because it was compelling 9
{ } 2 Why People Install Ad Blockers 10
People use ad blockers to avoid annoying and disruptive ads 11
78% of users found out about ad blockers from friends and the web 12
Ad blocker users want to control their browsing experience and see it as a convenience 13
Majority of respondents think ad blocking is a good thing 14
{ } 3 Opinions On Mobile Ad Blocking 15
83% of respondents would like to block mobile ads Sentiment is consistent across age groups 16
Annoying mobile ads fill the entire screen and track browsing 17
People value search ads since they’re relevant to their information needs 18
{ } 4 Will People Turn Off Their Ad Blocker? 19
Users are split on whether they would turn off their ad blocker 20
When blocked from content, 16% will disable their ad blocker But more would stop visiting 21
But people will accept ads if they aren’t annoying 22
{ } 5 Age Differences 23
Younger respondents are more comfortable paying for content 24
Older ad blocker users are less likely to whitelist 25
Younger users are more flexible when it comes to turning off their blocker 26
Older ad blocker users are more negative about ads 27
{ } 5 Global Differences 28
Across countries, ads are seen intrusive and disruptive Perception of annoying/intrusive ads strongest in France 29
US respondents are more open to turning of their ad blocker 30
Even respondents with negative opinions are open to non-intrusive ads 31
More people have paid for content in the US and UK 32
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
SEE THE FULL RESEARCH REPORT & DOWNLOAD THIS PRESENTATION AND INDIVIDUAL CHARTS @ HubSpot Research