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Why Users Block Ads on Mobile

A new study has been conducted and released by Free Adblocker Browser (FAB), which is a mobile browser option for Android devices. This browser has a built in ad blocker, and they were looking to learn what types of things prompt users to start blocking services. With this in mind, they surveyed US consumers to discover their reasoning.

One survey option that was asked was, “Publishers need to make money – either by showing ads or by asking for users’ payments.” To this, 55.9% said that they agree, 12.5% said they strongly agree, 21.1% do not agree, and 10.5% strongly disagree. This may be a cause for some concern. If more than 31% of all users believe that publishers do not need to make money, it reveals an obvious misunderstanding of how the Internet works and where all the content is coming from.

The survey also looked at what types of ads people dislike the most. 49.8% said that pop-ups were the worst, 20.2% said non-skippable video ads, 10.6% said auto-play video ads, and 9.4% said banner ads. It is understandable that some people don’t like the auto-play ads, given that it can eat into data plans without any benefit to the users.

One other interesting point that came from the survey is that while 68.4% of participants said that they know that high-quality content takes time and money to produce, 60% of them said that they do not subscribe to any sites that offer premium content.

As ad blocking becomes easier and easier, many brands and marketers are going to have a hard time getting their message out.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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