A third of internet users use ad-blocking extensions to block ads when browsing online. This is a problem for the current ad-supported model. Our report shows that most people use ad-blocking extensions primarily on desktops to enhance their online browsing experience.

Consumers are becoming tired of online advertising and will increasingly use ad-blocking software to enhance their online browsing experience.

Ad blockers make use of crawlers to access scripts on websites, blocking users from seeing them. Statista has shown that almost one-third of computers use at minimum one type of ad-blocking software, which has more than doubled in the past four years.

Ad blockers disrupt not only traditional online advertising such as banners or pop-up ads but also other forms of online advertising like banners and pop-up ads. These blockers signal that consumers are growing tired of the constant stream of ads online.

To understand the behavior of 500 people who use an ad-blocking plug-in on mobile or desktop, we surveyed them.

• Who uses ad blocking?
• Why do people use ad-blocking software?
• How businesses can advertise effectively to the ad-hungry consumer

This data can be used by businesses to understand the opinions of consumers about online advertising and help them plan their online marketing strategies and advertising campaigns.

Our findings

• 64 percent of respondents only block ads on their desktops, which opens up more opportunities for mobile advertising.

• The majority of people who have ad-blocking enabled (65%) use them for at most one year. This indicates that the technology is here and will continue to be used.

• 56 percent of those with ad-blocking software are less likely to click on ads.

• 51 percent of respondents are frustrated most by video ads that interrupt streaming.

• Nearly half (47%) of internet users block ads as they interrupt their browsing.

Ad blockers are here to stay

The first ad-blocking software was created in 2003. They have become more popular and advanced over the past decade. Ad blockers have become more user-friendly due to technological advances.

Nearly two-thirds (65%) of respondents have used an advertising blocker for at most one year.

27% have used an advertising blocker for more than 5 years. 34 percent of people have used an advertising blocker for less than 12 months. This is a third of the population.

Kyle Deming, the founder of web services company Wojo Design expressed surprise that so many people enabled an ad-blocking feature more than five years ago.

Deming stated that “ad blocking tools” have only become more popular recently due to users becoming more tech-savvy. “Installing an Ad Blocker was a very tech-savvy move.”

Experts believe that ad-blocking technology is becoming more accessible, which means that its popularity is growing.

“It’s automatically installed on most browsers,” Adam Thompson, a web designer at Fahrenheit marketing, an Austin-based digital agency.

Google launched its Best Ads Standard in the United States and Canada early last year. Google Chrome browsers started removing any ads that were deemed “intrusive” using guidelines set forth by the Coalition for Better Ads. This included pop-up and autoplay video ads. Below is a graphic showing the ads that were blocked on both desktop and mobile.

Google will introduce this feature to Chrome browsers around the world on July 9, 2019.

Ad-blocking technology will become more easily accessible across operating systems. This means that ad blockers won’t be just for the tech-savvy. To avoid annoying ad-frustrated users, the technology is here to stay. Businesses must diversify their online promotion strategies.

People block ads primarily on desktops and laptops

More people enable ad blocking on desktops or laptops than there are on mobile phones. This means that businesses have greater opportunities to advertise on mobile.

64 percent of people use their ad-blocking software on laptops or desktops. This is almost two-thirds of the population.

Nearly one-third (28%) of respondents use an ad-blocking app on their mobile devices, while only 8% block ads from both desktop and mobile.

Thompson believes this is due to the ease of installing and accessing an ad-blocker on a desktop web browser.

Thompson stated that it is much easier to install the software on a desktop computer rather than on a smartphone.

Google Chrome, a desktop browser, makes it easy to install plug-ins that block ads.

Google’s Chrome Web Store allows users to search for ad-blocking software and then choose from a variety of top-rated browser extensions. These programs allow users to personalize their browsing experience.

Although mobile ad-blocking apps exist, their scope is limited. Mobile ad-blocking applications work only on mobile web browsers and not in individual apps like YouTube or Facebook.

However, some believe that users are increasingly looking for an efficient, user-friendly mobile ad-blocking tool, given the disruptive nature of online advertisement on the mobile web.

Deming stated that the mobile experience was worse than the desktop when it comes down to the need for ad blocking. Pop-ups in the mobile experience take you to a new window. This is much more annoying.”

Many companies opt to advertise directly to consumers through platforms such as Facebook Ads, due to the disruptive nature of mobile website ads.

Spencer X. Smith is the founder of AmpliPhi social media strategies, a Madison, Wisconsin-based social media strategy firm. He believes small businesses can benefit by focusing on a platform-first strategy.

Smith stated that visitors to Facebook, LinkedIn, and Instagram typically access these platforms through an app. This allows the social network to control the experience. You can avoid being blocked by ads by going directly to the platform.

Consumers may be frustrated by mobile ads because they interrupt the user experience on their phones and are more difficult to block on specific apps and platforms.

Businesses should direct their ad spending on platforms to target a mobile consumer base.

Ad blockers are caused by poor user experience

To improve their online browsing experience, people use ad-blocking software. Banner ads and pop-ups are traditional online advertising methods that slow down or disrupt people searching for content online.

Nearly half (47%) of internet users use ad-blocking software to stop ads from interrupting or slowing down their online activity.

Another reason is to have more control over their browsing experience (22%), avoid un-useful and irrelevant ads (18%) and be uncomfortable with ads that display products based on users’ browsing history (12%)

Ad blockers target online ads with scripts. These are pieces of code that control commands on a website and can cause disruptions to the user experience, slowing down websites. A 2017 study showed that 40% of online ads were “overweight”, or that they are full of animation and media that slow down websites.

Deming explained that ads can hurt user experience.

Deming stated that the sheer number of ads can hurt the website’s experience, especially the loading speed and functionality. You will see websites with between 30 and 45 scripts that slow down the website, especially those driven by advertising revenue.

Additional time is required to load banner ads with images like the one below from The New York Times homepage.

Banner ads can also distract users from the content of the page which is why they visit a site.

To maintain a pleasant user experience, businesses should limit the use of these ads.

Businesses Face Unintended Repercussions from Ad Blockers

Although most users of ad-blocking software believe that ads interrupt their user experience, it is important to realize that ad blocking can also affect the websites of businesses in surprising ways.

Sometimes, ad blockers block non-promotional parts of websites from loading and functioning due to development flaws.

Adam Thompson works closely with businesses to make sure they don’t include features on their websites that could inadvertently trigger ad blockers.

Thompson stated that businesses need to be aware of and code their websites to avoid triggering ad blocking.

Larger websites are also affected by ad blockers. Large gray spaces are replaced by ads when users enable ad blocking on The New York Times’ site. This effect has a minimal impact on the user experience.

The New York Times is like other news outlets that rely upon ad revenue. They use strategies that encourage users “whitelist” them by temporarily disabling ad-blocking tools.

Deming observed small businesses copy this strategy. It involves intentionally disrupting the user experience on websites to force users to whitelist a site.

Deming stated that many sites have taken more aggressive measures to discourage or disable adblocking. “A lot. . An ad blocker will not work.

Deming claims that some companies coerce users to whitelist their websites with ad-blocking software, but he warns clients against this practice.

Deming stated, “Our recommendation is to be more user-friendly than ever and ask politely.”

Businesses may find it tempting to restrict their website’s functionality if ad-blocking software is installed, but this can cause frustrations for users.

Businesses should work closely with web developers to avoid their websites accidentally triggering ad-blocking software.

Video Ads are the 3 most frustrating ads

Video ads are the most common type of advertisement. However, they can be annoying for those who disable adblocking.

51 percent of respondents said that they feel most frustrated when watching video ads. This includes videos that play before content loads (21%), and those that interrupt streaming (30%).

Videos that automatically start when someone visits a webpage are especially intrusive and can have embarrassing consequences for website users.

Deming stated, “That’s an intrusion that goes way above almost any other type of ad experience.”

Businesses that use video ads to promote their products or host them on their websites are subject to frustration from users.

Video is an engaging and popular alternative to long-form, traditional blog content. However, businesses must consider user experience when adding video to their websites. Consumers are frustrated by auto-play videos. Ads should not interrupt videos.

Moz, a marketing analytics software company uses video to enhance Whiteboard Friday content, without affecting the user experience.

An ad-free video greets readers at the top of each article. They can choose to play the video or scroll down to the transcript.

People with ad-blocking software are most frustrated by video ads, so businesses need to be cautious when adding videos to their websites.

People who enable Ad Blockers are less likely to click any ads

People are tired of the endless stream of ads that bombard them online. People who have downloaded ad-blocking software are less likely to click on any ads they see.

56 percent of respondents said that they would not click on any online advertisements.

This means that even if an ad-blocking device is installed on only one device, it’s less likely that they will click on ads altogether.

This presents a challenge for businesses trying to market to tech-savvy customers who are more likely to use ad-blocking software.

Robb is an adjunct professor of Marketing at Baruch College in New York City (CUNY). He recommends that businesses prioritize content and user experience when marketing this subset to consumers.

Hecht stated that customers today don’t want to be targeted, but rather personalized digital experiences that address their needs and problems. “A content strategy supported by AI-backed personalization tools that are predictive and AI-backed will render the current age in ads obsolete.”

Brands can build trust with customers by embracing user-generated content and providing offline experiences that are integrated. This is how customers become customers.

Hecht believes that a content strategy tailored to each consumer can encourage ad blocker users to limit the amount of advertising they see.

Businesses may use other channels to reach tech-savvy customers in ways that improve rather than disrupt the user experience online.

Advertising should a focus on creating value through advertising content and personalizing digital experiences for customers.

Businesses should be aware of ads blocking consumers

A growing number of internet users are using ad-blocking software online should alert businesses. Ad blockers are most commonly installed as default on browsers on all browsers.

To improve their online experience, people turn to ad-blocking tools. Ad blockers are used to block disruptive ads that slow down pages’ loading speeds. The most annoying ads are those that interrupt streaming or appear before content loads, according to people.

Businesses may also be affected by ad blockers. Ad blockers may interpret certain code elements as disruptive and block functionality that’s not advertising on websites. To ensure that they don’t accidentally block non-promotional content, businesses should collaborate with Miami web designers and developers.

Ad blockers make it less likely that people will click on ads. Businesses should diversify their Las Vegas digital marketing agency strategies to include ads that are valuable to their target audience. This will increase trust among ad-averse consumers.