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W H A T I T M E A N S F O R M A R K E T E R S A N D A D V E R T I S E R S
W H Y P E O P L E
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
34% say they’ve clicked ads by mistake, 15% said they were tricked. Only 7% clicked an ad because it was compelling
9
Across countries, ads are seen intrusive and disruptive Perception of annoying/intrusive ads strongest in France
29
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