Adblocks: 59% of users deactivate them, and not just under duress
More than a third (36%) of French internet users are now equipped with an adblock, up 20% since the start of the year, according to the results of the last Barometer on Adblocks on the French market, made by theIAB in partnership with Ipsos. The study, carried out in two successive waves (the first in January and the second in October 2016), provides an overview of adblocking in France, and measures the evolution of its use.
If the share of French Internet users using adblocks has increased since January, the authors of the study nevertheless show that 9% of respondents have stopped using these anti-ads software, up 4 points compared to the barometer established in beginning of the year. What to give a little hope to the advertisers, the installation of an adblock is not an irrevocable decision for a Net surfer.
Strong growth among those aged 60 and over
First observation of the study, if it is proportionally young people (16-24 years) who use adblocks the most (55% of respondents in this age group), it is the 60 years and over who see their share of adblocks. users have made the fastest progress since January (+ 30%). All French Internet users are therefore now affected by this practice.
In terms of device, laptops are the most equipped (7 out of 10). However, mobile devices such as tablets or smartphones are hardly affected: barely 13% of smartphones and 12% of tablets have adblock software installed. Finally, nearly 7 out of 10 adblock users say they have installed an adblock on only one device, compared to 21% who have equipped 2, and barely 6% on 3 devices.
Ads deemed too repetitive
Among the main expectations of Internet users vis-à-vis advertisers, whether they are equipped with an adblock or not, we find in first place a greater variety of advertisements (at 50%), followed by a wish to see web pages less cluttered with ads (40%). Finally, 37% of respondents would like ads to be better contextualized.
These expectations change depending on the age of Internet users, since 16-24 year olds want more contextualized advertisements above all, while those aged 60 and over expect less repetition of the same advertisements. Finally, women are slightly more sensitive to the originality of advertisements than average.
28% of users ready to deactivate their adblock if the advertising policy is “reasonable”
Faced with the growing use of adblock software, which de facto deprives them of a source of income, sites each react in their own way, by preventing users of anti-ad software from accessing certain content or by using pedagogy vis-à-vis internet users. And it seems to be paying off: 59% of adblock users say they actually deactivate them, which is 3 points more than during the first wave, in January.
While a large majority (84%) of users deactivate them primarily under duress (+ 35% compared to the January wave), just over a quarter (28%) of respondents say they deactivate their software out of solidarity with sites with “a reasonable advertising policy” (+ 15% compared to the previous wave).
Finally, when asked about the issue of personal data collection, the majority of respondents remain suspicious: 88% of them believe that this “relates to their personal privacy”, and an equivalent proportion expresses concern that their browsing is “recorded by private companies ”. The 16-24 year olds are comparatively the most open age group on the question, with 36% of the respondents who think that “it can have advantages”.
** Methodology: the Adblocks barometer is carried out in two waves, the first conducted in January 2016 and the second in October 2016. In January, 31,011 people were questioned, and a representative sample of the French internet user population of 13,000 people has been extracted. In October, 29,760 people were interviewed, for a final representative sample of 11,701 people.
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