Mobile users agree: publishers should charge for content rather than show ads – pop-ups are most disliked mobile ad format


The majority of British mobile owners who also use ad blockers on their devices believe that online publishers should make money by providing paid content rather than showing ads.
The finding is part of a survey conducted amongst British mobile adblock users by Free Adblocker Browser.
According to the Association of Online Publishers, UK-based publishers stand to lose £2 million per year in advertising revenue due to ad blockers. Meanwhile, the usage of ad blockers continues to grow.
Free Adblocker Browser says that its downloads grew 40% in the UK in the last year. UK users were also among the most active countries, spending 40 minutes browsing on their mobile devices each day. Interestingly, usage of ad blockers on mobile devices is higher among male users than female ones.
The main reason why UK mobile device owners use ad blockers is to avoid seeing ads (62%) – no surprise there. However, just under a fifth of them also considered security aspects in their decision making. Indeed, 17.3% of respondents said that they used ad blockers to stave off viruses, malware or scams. Another 10.2% would prefer to keep their privacy protected.
In addition, the survey found that adblock walls may not be all that effective. 40.9% of respondents would leave a page and search for an information elsewhere instead of whitelisting a site temporarily (17.5%). Another 30.7% simply do not agree nor whitelist a site, compared to just 10.9% who agree and opt for whitelisting.

Meanwhile, the most disliked advertising types on mobile devices are pop-ups (44.5%), followed by non-skippable video ads (21.9%), banners (11.7%), auto-play video ads (8.9%) and flashing animated ads (4.6%).

The findings offer potentially interesting insights into the growing usage of mobile ad blockers. However, it’s worth remembering that the survey was conducted by a company providing adblock software. Hence, the results may not be entirely unbiased.