Although the majority of adults appreciate that adverts enable content on the Internet to remain freely available, they continue to use ad blockers due to the invasive nature of many digital ads.
According to research by Eyeo, the maker of ad blocker Adblock Plus, 90% of those aged 18 to 24 years understand the need for ads online.
The survey of 2,023 UK adults found that 53% of respondent believed that online ads would continue to be invasive which requires them to make use of ad blockers in return.
“This is a generation in-tune with invasive advertising and are wary about the types of ads they expect to see in the future,” said Ben Williams, director of advocacy at Eyeo. “But equally, this is also a generation provided with the means to better control their online experience with tools like content-filtering, ad-tracking and ad-blocking technologies.”
Another 31% expect the advertising industry to develop higher quality formats, whilst 23% believe that more Internet users will have to pay for content in the future.
“Consider the demographic of an adblocking user – young, educated, tech-savvy and employed with a higher-than-average salary,” Williams added. “They are likely to make purchases online and even be influenced to do so by ads they’ve viewed online. Moreover, they spend more money on the web than non-adblocking users. While circumvention might appear a quick fix for a publisher enabling their ads to be reinstated, the reality is this could generate distrust which seeps into future generations.”
Young adults are among the largest demographic of adblocking users with 66% having adblockers installed on their devices. Another 91% of them said they would be annoyed if a website disabled an adblocker without permission and 70% would also be less likely to return to such a website.
“The focus really needs to be on creating a balanced ecosystem between advertisers, publishers and online users. The next generation recognises the importance of advertising to the future of the internet, so it’s imperative their voices are heard. Next-gen online users are prepared to enter into this improved value exchange – that is why we’re seeing ad-filtering replacing total adblocking. They want to remain in control of what content they see,” Williams concluded.