Why do internet users block ads? It is because they would simply like to attend to their business without constantly being disturbed by adverts they did not ask for. This is what revealed a recent survey conducted and published by the American firm Research Now. In this survey, 10,000 users from 9 countries (Germany, Argentine, Brazil, Spain, USA, France, Italy, Mexico, and UK) explain why they use appropriate softwares to block ads (Adblocker).

Most of the survey’s results which were presented by the webzine CB News show that up to 84% of internet users worldwide block an advert only when it appears forcefully or slows down connectivity. These users would thus be less irritated or more opened to watching ads if they were given the choice to ignore or close them. It is often imposed adverts that drive users to install an Adblocker on their computers, smart phones, or tablets. In this category, the types of adverts driving users most to adopt this solution are pop-ups (76%), interstitial (47%), display (44%) and pre-roll (36%).

Asides these, Adblocker-adepts estimate that there are too many boring and intrusive adverts online. Truly, 32% of internet users say they are willing to watch useful ads, referring to adverts that inform on a new product or service. For the same reason, 37% of internet users tolerate adverts online. Other reasons evoked are: if the products or services are already appreciated (32%), if the adverts are not intrusive (31%) and if content is interesting (30%).

From the survey, 5 suggestions were made to better adapt adverts to the needs of internet users.

1. Build a native advertising experience that reflects the appearance and function of the platform on which the advert appears.
2. Allow by default user to control adverts, enabling him to skip for example.
3. Rely on adapted targeting method and content to insure that adverts are pertinent for user.
4. Optimize position of advert on pages so that it is more efficient while reducing cluttering.
5. Deploy multi-screen strategies while taking into consideration users’ frustration towards mobile intrusive adverts.