Who Blocks Ads, Why, and How to Win Them Back

Summary

Specific learning included:

• 26% of computer users block ads, but about two-thirds of current blockers can be persuaded to stop blocking.
• 15% of mobile users block ads on their smartphones.
• Ad blocking on computers is driven by UX ,but on smartphones, driven by slow browsing.
• Most ads are acceptable as they don’t impose on consumer browsing behaviors.
• Removing control and increasing intrusion increases annoyance – and raises likelihood of ad blocking – via tactics such as making it hard to close or avoid an ad, using pop ups, or playing sounds without user initiation.
• Ad density affects how users rate web sites.
• To win back current ad blockers and prevent future ad blocking, give users control with options such as a video skip button; provide a streamlined user experience, e.g., avoid ads that block content and restrict use of auto play features; minimize ad load times (especially on mobile); and assure users of site safety. In addition, asking those who block ad to turn off their ad blockers can work.