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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.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New Research With Adblock Plus]
WHAT IT MEANS FOR
MARKETERS AND ADVERTISERS
• 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.
1 How People Feel About Online Ads
2 Why People Install Ad Blockers
3 Opinions On Mobile Ad Blocking
=4 Will People Turn Off Their Ad Blocker?
5 Age Differences
6 Global Differences
Across countries, ads are seen intrusive and disruptive
Perception of annoying/intrusive ads strongest in France
US respondents are more open to turning of their ad blocker
Even respondents with negative opinions are open to non-intrusive ads
More people have paid for content in the US and UK
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.
SEE THE FULL
@ HubSpot Research