Consumer behavior is perhaps the most dynamic variable in the advertising industry. While there are certain things consumers love about digital media—including livestreaming, second-screen experiences and even interactive, personalized experiences—consumers seem consistently unhappy with digital advertising. As a result, more and more consumers are using ad blockers. A study and infographic from Choozle examines current consumer sentiment towards ads, both desktop and mobile.
The first thing to note when studying consumer behavior as it relates to ads is that ad blocking proved to be an impediment to study. Of the initial 688 Choozle survey participants, 53 percent were disqualified because they used ad blockers, and 88 respondents were excluded because they didn’t own smartphones. Nearly one-half of respondents aged 60-plus use ad-blockers—this is the age group using it the least, which presents a significant problem for advertisers.
More than one-half of the survey participants were neutral about seeing ads, and only 7 percent viewed online ads positively. However, more than 30 percent disliked online ads. The main reasons? Respondents reported ads slowing page-load times, irrelevant ads that repeated and ads taking up too much screen real estate.
On mobile, pop-up ads, accidental clicks and slow mobile loading times are all causes for the dislike of mobile ads. Users do like being exposed to new products. On desktop, users like tailored ads, and on mobile, users like ads keeping the cost of applications low, or even making them free.
Check out the infographic below for tips on how to improve the digital ad experience and make it more appealing to online consumers.
Image courtesy of Hipspeeds/iStock.