Ipsos Global Trends

The rise of ad blockers

With 93% of connected citizens globally using the internet every day (more than the 72% that watch conventional television daily), online advertising is becoming more and more important to brands.

But how do consumers feel about it? The answer is not positive. Most consumers consider online advertising a nuisance – 82% globally believing it gets in the way of what they are trying to do and 83% believing that it causes the web pages they are trying to view to load more slowly. Britons are the most annoyed by online advertising (90%), while only two thirds of Chinese and Brazilian consumers find online advertising annoying (66% and 68% respectively). But the most alarming statistic for advertisers is that more than half of internet users globally (57%) claim to block ads – either by using ad blocking software or manually closing out of ads. Regardless of whether these people actively use ad blockers or are just exiting or actively ignoring ads, it is a concern for the advertising industry.

Ad blocking is most common in emerging economies, with India topping the list with 76% claiming to use ad blockers. This may be due to how these users are accessing the internet – with smartphones rather than PCs. Smartphone users have a greater motivation for blocking ads as they slow down page-load speeds (already constrained by local mobile data connections), increase the amount of data being used and take up limited screen space.

Recognise the value exchange – great content with the right quality and quantity of ads will be tolerated.

Liam Rusted
Associate Director, Ipsos Connect
liam.rusted@ipsos.com | @IpsosMORI

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