LONDON – Adults use ad blockers because of ineffective ad targeting and frequency, not because they object to advertising, says a new report from Kantar Media, a research partner of Response.
“The message to take from this is that blockers don’t install blocking software because of an active dislike of all advertising, rather they become annoyed and irritated by certain elements of online advertising,” Kantar noted.
Namely, those elements are “excessive frequency and an unsophisticated use of retargeting to contact those who have already purchased.”
This data comes on the heels of Google’s new ad blocker on its Chrome web browser. Publishers that already lose a huge segment of digital advertising revenue to Google and Facebook will largely be unaffected, per Axios. Last October, data from OnAudience.com estimated a loss of more than $15.8 billion in publisher revenue from ad blockers, up from nearly $11 billion last year.
Other studies from Kantar show those who block ads are most likely to be millennials and males.
Among the statistics:
- Overall, 20 percent of “connected adults” interviewed claim they always use an ad blocker.
- Among those with ad blockers, 47 percent claim to like or tolerate advertising.
- Men are 28-percent more likely to have downloaded an ad blocker and 27-percent more likely to use one
- Women are 26-percent less likely to have downloaded an ad blocker and 25-percent less likely to use it
- Millennials are also more likely to use an ad blocker than older generations.
- Users who are 18-24 years of age are 109-percent more likely to use an ad blocker than older users.
- Adults over 65 are 53-percent less likely to use an ad blocker.
Kantar interviewed 5,213 people age 18 and older who access the internet via both a PC/laptop and a mobile device across five countries.