That’s according to a new survey of 2,008 British adults by Teads. Assuming that our cousins across the pond aren’t markedly more obtuse than Americans for some reason, I’m guessing the same is true here.
Overall, 62% of the British adults surveyed by Teads either didn’t know that roughly half of newspaper revenues come from advertising in the UK, or greatly underestimated the proportion of total revenues contributed by advertising.
Perceptions were even more out of line with reality for online publications, where 75% of revenues come from ads.
Also, 65% of the respondents said they think society would be harmed by the absence of free or relatively inexpensive news publications, including newspapers, magazines and online publishers. But in a classic case of having one’s cake and eating it too, 15% of consumers surveyed said they are already using an ad blocker -- and this group was actually 12% more likely to value free or low-cost news.
Recently, a separate study from PageFair predicted ad blockers could cost publishers around $22 billion in lost advertising revenues globally this year, and the figure is set to go up as adoption of ad blockers becomes more widespread.
According to the PageFair study, the number of consumers using ad-blocking technology around the world soared from 21 million in 2009 to 198 million by the middle of this year.
There are 45 million people using ad blockers in the U.S. alone, up 48% from last year. PageFair estimates that ad blocking cost U.S. publishers $5.8 billion in lost revenues in 2014, and that figure is set to rise to $10.7 billion this year.