Majority of users frustrated by disruptive ads, aware of ad blocking survey


The cat as well as mouse game between publishers, advertisers as well as consumers might soon turn in to an outright cat-fight. A new global consumer survey from Accenture shows growing consumer frustration with ads as well as a desire to opt-out of ads wholly on the partial of some.

Survey respondents, which are supposed to be representative of their respective countries digital populations, expressed irritation with the number of ads as well as the way they interrupted calm experiences. In particular, consumers were annoyed with ad interruptions in video content.

Accenture Consumer Survey Ad Blocking

This irritation translates in to a willingness to pay to remove ads, a la YouTube Red or Hulus No Commercials premium plan. Nearly three-fourths of the respondents expressed a willingness to pay to remove ads from video content.

Accenture Consumer Survey Ad Blocking

In the chart below, 42 percent pronounced they were planning to pay to opt-out of video ads. (The study doesnt break out PC vs. mobile experiences with ads.)

Finally, 61 percent of respondents pronounced that they were aware of ad-blocking tools or systems. There were apparently no questions regarding ad restraint intentions. However, an earlier IAB study found that elementary awareness often leads to ad restraint usage. Ad restraint is highest among Millennials as well as high-income earners.

Accenture Consumer Survey Ad Blocking

While theres very little in this Accenture survey that hasnt been previously discussed, its range as well as the degree of hostility to ads in its commentary are striking. The study consisted of 28,000 interviews from respondents in twenty-eight countries. Harris Interactive executed the survey in Q4 2015.

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