Consumer Study Finds A Third Plan To Install A Blocker In Next 3 Months

One-third of consumers are “very or somewhat likely” to install ad-blocking software in the next three months, according to findings of a consumer survey released this morning by online publishing trade association Digital Content Next (formerly the Online Publishers Association).

The DCN did not disclose the method of its research or how big or representative it was of the consumer population, but Research Director Rande Price qualified it by stating that “survey responses often overestimate actual behavior.” Using a “discounting formula,” she said the DCN estimated the actual “intended install rates” would be only about 9% of consumers responding to its research.

“We estimate about half of the 'very likely' responders and one quarter of the 'somewhat likely' responders -- a net take rate of 9% -- will opt out of advertising in the next three months," he stated.

The DCN also did not estimate what the current install base is among consumers using ad blockers, or how the net addition would affect that. It did, however, release additional data indicating most consumers -- surprise -- don’t like most ads.

Specifically, the DCN found that “more than 70% dislike ads that expand over content or play with sound.”

More than two-thirds (68%) of consumers said they also are “concerned when ads track their behavior” and more than half (57%) believe ads cause their Web pages to “load too slowly.”
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