Interest in ad blockers is on the rise and widespread adoption could present major challenges for the digital publishing ecosystem and advertising industry. But how do consumers actually feel about the software and have they used it? According to a new survey of more than 11,500 adults from publishing and advertising platform creator Genesis Media, low adoption rates present clear opportunities for the media industry.
“Consumers hold the key to the future of digital publishing, but the media industry can take measures to prevent them from downloading ad blockers by finding less intrusive ways to monetize content,” said Mark Yackanich, CEO of Genesis Media, in a news release. “This survey demonstrates the need for quality ads that are carefully targeted, not only to the consumer’s preferences and behaviors, but also according to their value and loyalty to the publisher—especially on mobile, where consumer attention is heading.”
Key findings from the study include:
Low Adoption and Awareness:
- 76 percent of total respondents had never used ad blocking software and 37 percent didn’t even know
- 29 percent of males say they’ve used ad blocking software, compared to 19 percent of females.
- Just 3 percent of total respondents have installed ad blocking software on their phone or tablet only.
Value of Quality Ads:
- 44 percent of males who’ve used ad blocking software say they’d permit ads that are less intrusive or higher quality, compared to 26 percent of females.
- 11 percent of males say they haven’t installed ad blocking software because they enjoy watching ads, compared to just 4 percent of females.
Commissioned survey of U.S. consumers conducted from May 29 – June 2, 2015 to explore behaviors associated with ad blocking. The survey collected responses from 11,513 total consumers across Genesis Media’s publisher partners, including Bauer, AMI, The Boston Globe and The Los Angeles Times. Genesis Media was the sole investor in the study and the survey population is made up of a mix of U.S.-based consumers, male and female, aged 18 and older.
Source: PR Newswire; edited by Richard Carufel