The Polish ad blockers do not fear losing their privacy. They are annoyed with the flood of advertisements instead. A research by MEC Wavemaker
A research undertaken by MEC Wavemaker, a content marketing part of MEC agency, shows that 36% of Polish internet users rely on solutions blocking at least part of the online ads. About every second Polish ad blocker whitelists selected websites or uses filters allowing certain advertising formats. AdBlocks are more commonly used among males, dwellers of the biggest cities, and by the youngest online population. More than a half of those aged 15–24 and over 40% in the 25–34 group cut off from advertisers at least to some extent.
“These percentages are upsetting for owners of websites financed from classic online advertising, as well as for the whole marketing industry. The social contract under which the users would pay the advertisers for free content with their attention is clearly staggering. This is one reason why we are now intensively developing a content offer with a workaround allowing us to reach the Polish ad blockers,” comments Izabela Albrychiewicz, CEO at MEC.
Ad blocking solutions for mobile phones are still relatively unpopular. They are used by 19% of mobile surfers, with a higher percentage found among desktop ad blockers: about 30%.
Polish ad blockers are annoyed by Internet ads and the fact that they cover website content. Almost a half of respondents avoiding ads were driven to install a blocking solution by websites loading more slowly, the MEC Wavemaker survey reveals. Privacy issues have very little influence on the decision to use an ad block. Interestingly, privacy is by far more important for older age groups.
The most frustrating types of ads according to Polish ad blockers are full-screen ads and banners that are a challenge to close. The respondents' main motivation to uninstall their ad block would be a decrease in number of online ads. More than a half of ad blockers would then consider bringing them back to their screens.
"This is certainly a hint for websites struggling to get back to a partner relationship with their readers about what kind of arguments they should use. On our side, the research not only raises our awareness of the scale of the problem across different Internet users segments, but also points the direction we should go to deliver our communication to ad blockers,” says Maciej Maciejewski, head of MEC Wavemaker, a brand specialized in content creation and production. “As our research revealed, three fourths of Polish ad blockers use Facebook, a similar share shop online, close to 60% read forums and over 40% follow blogs. Audiences unreachable through an ad banner are now attainable otherwise. Ad blockers forced the industry to review its invasive outreach methods and I think this also has consequences which are positive for the market,” he adds.
The MEC Wavemaker research was performed on a sample of 1,000 Internet users in April 2016 by MEC Analytics & Insight Department.