Ad-Blockers from a User Perspective

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1 Bilder immer einfärben in: Blue, Accent color 1 Ad-Blockers from a User Perspective Statista Consumer Survey - Report December 2017

2 Ad-Blockers: Promising tool for undisturbed surfing? Background Surfing the internet usually implies being interrupted by inconvenient. Especially pop-ups and videoadvertisements can become really disturbing because they have to be clicked away or even sat out. Ad-blockers seem to provide the perfect solution to this problem: They promise to stop unpleasant ads from reaching us. For -based online offers, which are usually free of charge for users, however, they undermine an important means of financing. Consequently, advertisers and ad-blocker developers are in a constant competition around the development of new innovative forms of and respectively finding a way around them. By now, many websites have become accessible only with a deactivated ad-blocker. Especially for the access to journalistic content this has become common and users seem to widely accept that. Advertising This report focusses on the usage of ad-blockers and attitudes towards advertisements. It looks at both users of ad-blockers and onliners who do not use an ad-blocking service. 2

3 Users of ad-blockers find digital forms of more disturbing than other internet users Attitudes towards Very annoying or kind of annoying forms of by ad-blocker usage no ad-blocker ad-blocker YouTube videos 51,5% 63,8% videos on news websites 54,4% 60,5% on search engines 50,3% 61,5% in newsletters 49,3% 59,1% Facebook 44,8% 57,5% banner on news websites 44,1% 51,6% 3 How disturbing is to you on the following channels? In other words, how often are you annoyed by the on this channel?, n=1037, all respondents

4 Most respondents use ad-blocker software, especially young onliners Usage of ad-blockers Usage of ad-blocker software by age and gender 61,4% 53,0% 51,1% 55,1% 52,7% 46,5% Total female male years years 60 years or older 4 Are you currently using an ad blocker?, n=1037, all respondents

5 Ad-blockers are used twice as much for laptops and PCs as for smartphones Usage of ad-blockers Share of respondents using an ad-blocker software for different devices PC/Laptop 42,2% Smartphone 20,4% Tablet 11,1% 5 Are you currently using an ad blocker?, n=1037, all respondents

6 Users of ad-blocker programs notice digital more often than non-users Attitudes towards Perceived amount of on the PC/laptop, by ad-blocker usage no ad-blocker Perceived amount of on the smartphone, by ad-blocker usage ad-blocker 38.9% 28.5% 29.1% 13.5% 20.8% 18.9% 25.4% 21.6% 17.4% 22.8% 22.9% 13.1% 16.7% 21.4% 23.2% 21.4% 15.2% 14.9% 8.3% 6.1% quite a lot of a lot of neutral rather little very little quite a lot of a lot of neutral rather little very little 6 How much do you personally take note of online on your desktop PC/laptop? ; n=959, respondents who use a desktop PC or laptop at least once per week; How much do you personally take note of online on your smartphone? ; n=853 respondents who use their smartphone at least once per week

7 The overall perception of is more negative among onliners who do not use an ad-blocker Attitudes towards Agreement with statements, by ad-blocker usage ad-blocker no ad-blocker "There is constantly more and more 60.6% everywhere" 58.5% "Advertising is getting better and better 29.4% (e.g. funnier, more interesting)" 32.4% "Advertising annoys me a lot" 31.0% 38.0% "I am willing to pay (more) to avoid seeing/hearing " 10.3% 23.1% "I avoid certain media when there is 37.8% too much shown/played there" 42.4% 7 Which of these statements on do you agree with? ; n=1037, all respondents

8 Young users are most likely to set exceptions for their ad-blocker Behavior concerning the ad-blocker program Turning off the ad-blocker, by age no, not at all only websites that cannot be used with an ad-blocker yes, websites where I find the interesting 71.7% 46.0% 34.0% 32.4% 44.1% 41.4% 36.3% 20.0% 23.4% 22.3% 17.3% 11.0% Total years years 60 years and older 8 Have you whitelisted certain online offers from your ad blocker so you can still see ads there?, n=550 respondents who use an ad-blocker for any device

9 usage in % By far the most successful program is Adblock Plus, many users are not aware of any program Brand awareness Top 5 ad-blocker by awareness and usage Adblock Plus none of the above 10 5 Adguard Ghostery ScriptSafe AdRemover awareness in % 9 Which of these ad-blocker programs do you know?, Which of these do you personally use? ; n=550 respondents who use an ad-blocker for any device

10 Most users currently use a free ad-blocker, though many can imagine paying for ad-blocking Willingness to pay Expenses for current ad-blocker Willingness to pay for an ad-blocker, by ad-blocker usage total no ad-blocker ad-blocker 18.0% fee-based yes, definitely 6.0% 4.3% 22.9% yes, maybe 28.7% 32.2% 39.1% 82.0% no, maybe not 30.4% 22.4% 36.5% for free no, definitely not 15.6% 28.7% 33.1% 10 Are you currently paying for your ad-blocker program(s)? ; n=550 respondents who use an ad-blocker for any device; Would you be willing to pay for an ad-blocker if it was able to hide all undesired advertisements? ; n=1037, all respondents

11 About this study Statista Survey Advertising & Privacy 2017 The survey among internet users over 16 years of age focusses on opinions and the way of dealing with different forms of advertisement and privacy topics around online advertisement. Alongside with ad-blocking, the survey also includes personalized advertisement, newsletter, Native Ads and Geo-Targeting. The online survey was conducted between May 18 and 21, See more exciting results of this study here. Statista s Consumer and Business Insights Team carries out quantitative online and telephone surveys among consumers and industry experts in Germany, the USA and the United Kingdom. Our work complies with the guidelines set up by the professional associations ESOMAR, BVM, ADM, and DGOF to, in particular, maintain scientific standards pertaining to the collection, analysis and protection of data as well as the processing of personal information. Further data is available on statista.com for Corporate Account customers. More at Statista.com 11

12 YOUR CONTACT Léonie Brandt, Statista Johannes-Brahms-Platz Hamburg, Germany TEL leonie.brandt@statista.com W W W. S T A T I S T A. C O M