How Many Consumers Hate online Ads? 

Hate is a strong word and maybe not even the right question or issue. 

But new research from Stagwell’s Harris Poll and ad filtering tech company Eyeo finds that a whopping 79% of mobile users (using mobile phone browsers) are “frustrated” by online ads, while 73% of desktop users (using laptop/desktop browsers) feel the same way. Mobile user frustration jumps to 81% among those using mobile apps.   

I certainly get that—it's a pretty annoying experience. Especially if you’re in a hurry (and who isn’t these days) and a barrage of ads pop up and block you from accomplishing your task, at least in the time you hope to get it done (which is usually yesterday). 

And those bombardments are so annoying that they have opposite the intended effect—61% of people responding to the survey said they’re less likely to buy products when they are inundated with ads. 

And per the survey, frustration with ads outweighs worries about both online security and privacy.  

Gaming ads appear to be the most frustrating, cited by 25% of respondents. Streaming services (21%) are high on the annoyance list as well. So are video platforms (15%) and mobile search platforms (14%). 

But the survey’s accompanying white paper --co-written by Eyeo CEO Frank Einecke and Harris Poll CEO John Gerzema-- underscores the point that consumers don’t actually “hate” ads. In fact they understand that there’s a tradeoff for access to the sea of data and content available online which is that they’re going to be exposed to advertising.  

As Eincke points out, the issue is not new. “Despite numerous industry efforts aimed at making ads that are better, more respectful and more effective, the problem persists, and in many ways, worsened,” he wrote. “Resistance to change and an overall lack of traction for some of the proposed changes have kept progress stalled.” 

Gerema’s interpretation of the data is users want more control over the ads they’re exposed to. “In all, whether B2B or C, technology must be focused on optimizing the user experience, especially in limiting frustration and disruption within their online ad experience,” he stated. “The vast majority of internet users we surveyed (89%) wish there was a way to better control the ads they see when using the internet on their devices.” 

Despite the frustrations, 84% believe that it is possible to find a balance in the value exchange between being shown online ads and accessing content for free online. 

Part of the problem per the report is that publishers deprioritize the user experience for a slight increase in income, which usually includes a high number of intrusive ads. The paper quotes James Groh, digital marketing manager, EMEA at Domestic: “One of the biggest challenges we see is [getting publishers to run relevant ads] instead of just running ads to create more revenue.” 

The paper notes that collaborative industry efforts to improve receptivity to ads has been “challenging.”   

As for a solution, the paper notes that Apple may be on to something with its recently introduced Distraction Control tool for ad browser Safari that allows users to hide portions of web pages like pop-ups, menus and images. It’s not an ad blocker per se but “may have the unintended effect of ad blocking becoming more extensive and mainstream,” per the report.  

43% of consumers said they were “very likely” or “extremely likely” to switch browsers for more ad blocking capabilities. The figure climbs to 85% when those who said they “somewhat likely” to switch are factored in, “which could bode well for Apple’s plan, or for some other alternative.”