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

CHAPTERS

= 4  Will People Turn Off Their Ad Blocker?

5  Age Differences

6  Global Differences

4

{ }1How 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

{ }2Why 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

{ }3Opinions 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

{ }4Will 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

{ }5Age 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

{ }5Global 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