Uh-oh: One-third of Internet users say they’re ‘very likely’ to install an ad-blockers

One-third of Internet users are “very or somewhat likely” to install an ad blocker to their browsers within the next three months — a stat that is sure to send a shiver down the spines of publishers.

That’s according to a survey released today from the online publishing trade group Digital Content Next encompassing members that include Refinery29, Vox Media and Tribune Publishing. For its consumer-focused report, the group surveyed 1,000 people last month asking them about their attitudes regarding ad blockers. The results showed they’re annoyed with ads.

According to some of the results shared, typical annoyances are cited for why they dislike ads.

For example, 70 percent said they dislike ads “that expand over content or play with sound,” 68 percent are concerned with ads attached with behavior trackers and 57 percent complained about Web pages loading too slow because of clunky advertisements. Survey administers expect that at least 9 percent of the “very or somewhat likely” respondents will actually follow through and install an ad-blocker.

With complaints like that, it’s not surprising that people are exploring ways to browse the Internet more peacefully and securely. “Ad blocking signals a breakdown in trust by consumers and should be top of mind for advertisers and publishers who carry the most risk from its adoption,” the report said.

DCN encourages panicked publishers to talk with their users to find ways to build less-intrusive ads and to find experiences that “consumers value and even enjoy” with Web pages that aren’t “overwhelmed by the number of ads.”


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