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Most ad-blocker users concerned with intrusiveness of ads, YouGov survey reveals

More than half of people polled in a recent YouGov survey say they know what an ad-blocker is used for, and two-thirds have installed one on their personal or work device.

ad blocker

The YouGov poll, which quizzed a national sample of 1,000 people, discovered that 58% of the respondents have installed an ad-blocker on a personal device while 39% have installed one on their work device.

Of the respondents polled, the group with an ad-blocker installed cited intrusiveness of ads as the main reason for installing an ad-blocker while 62% said they were concerned about malware coming through an ad, and just over half said ads increased the loading time of pages.

Ad blockers are currently challenging the advertising revenue model for publishers. News Corp recently ran a trial to block users of ad-blockers from accessing content on the Daily Telegraph website

It was typically younger respondents, under 24, who had ad-blockers installed on personal and work devices while men were more likely than women to have installed an ad-blocker.

Breaking down the respondents by income revealed respondents with a high-range income (AU$100,000 or above) were the most likely users to have installed an ad-blocker. Those in that income range, along with mid income respondents (AUS $50,000 – AUG$99,999), typically cited the intrusiveness of the ads as the primary reason for installation while lower income respondents (below AU$50,000) were typically more concerned about malware in ads.

The respondents who did not have an ad-blocker installed, upon understanding what one does, 51% were very or somewhat likely to install one.

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