One fifth block online advertisements, survey finds

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18th November 2015 11:43 - Information Technology

In the most recent Internet Advertising Bureau UK’s Ad Blocking Report, it is suggested that 18 per cent of adults in Britain are using ad One fifth block online advertisements, survey findsblocking software, a 15 per cent increase since June.

When looking at which gender utilises ad blockers the most, it was found that more men use software to avoid advertisements (23 per cent), than women (13 per cent). It was also found that more young people, aged between 18 and 24 use ad blockers, in comparison with 13 per cent of those over 55.

Of the respondents who had downloaded an ad blocker, 57 per cent said that their main reason for downloading was to block all advertisements. A further 20 per cent said that the main reason they downloaded ad blocking software was to only block certain kind of ads from specific websites.

The survey revealed that 48 per cent of people would be less likely to block an advert if it didn’t affect what they were doing. As well as this, 36 per cent said that they'd be less likely to block ads if there were fewer adverts on the page and 14 per cent wouldn’t block if the ads they saw were more relevant.

CEO of IAB UK, Guy Phillipson, said of the research findings:

“The small rise in people blocking ads is not unexpected considering the publicity it’s been receiving.

“However, it does provide some perspective on the situation for those referring to an ‘adblockalypse.’More importantly, it also provides a clear message to the industry – a less invasive, lighter ad experience is absolutely vital to address the main cause of ad blocking. That’s why we're developing the L.E.A.N advertising principles for the online advertising supply chain.”

The respondents were notified that blocking adverts mean that some websites will be forced to stop providing free content and charge people for their use. Following this, 61 per cent of the respondents said that they would prefer to see adverts than have to pay.

Phillipson further added: “The other key tactic to reduce ad blocking is making consumers more aware of the consequences – what we call the “value exchange.” If more people realise content is only free because ads pay for it, then fewer people will be inclined to block ads. Only 4% are willing to face the other option – paying for content with no ads.”

Of the respondents, 71 per cent have ad blockers installed on their laptop and 47 per cent have them installed on a desktop computer. As well as this, 23 per cent have ad blockers on their mobile and 19 per cent had them on their tablet.

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