The adblocking is a phenomenon that is rising like foam, and has made many media and advertisers have been thrown to tremble. But if the situation is worrisome in the case of computers, much more when it comes to mobile devices since the use of ad-blocking software you are growing at a much faster pace on the small screen.
Something that is quite logical if we consider that the smartphone advertising is even more annoying, and it’s becoming easier to opt for this solution because there are several companies that allow you to block all online advertising in the mobile browser, Fast and apps like Adblock or Crystal are increasingly popular (downloaded free, are easy to use and remove the ads, which is what the consumer wants).
In this context it is not surprising to know that between the third and fourth quarter of last year, according to GlobalWebIndex, using adblocking on mobile climbed from 28 to 38%, which means that 1 in 3 consumers and eliminates ads. And many more are raised using this type of software in the future: 42%.
But what is leading to an Internet user to download an ad-blocking on mobile? Much has been said that, beyond the hatred that you may have to advertising, the issue of consuming the least possible data and battery, also had its weight in what is considered to be intrinsic factors the mobile experience. It is true that many people turn to adblockers by this issue, but we should not forget that most do because they are tired of getting so many intrusive ads.
Thus, according to new data from GlobalWebIndex, the main reason to block mobile advertising is that too many ads are annoying and irrelevant (so consider 50% of respondents), followed by ads take up too much space in the mobile and interrupt experience. That is a clear slap on the advertising industry, in their quest to maximize profits, the consumer has finished pushing the arms of adbloking. And in many cases, which hates the consumer is not the fact that there are ads, but how these ads are intruding in your online experience.
Even more significant is the fact that there are too many ads does not reach the third place (44% believe that this is a central reason for using adblockers), ie, upset over how ads are the fact that there are so many. And just below reasons as you would want to speed up the loading time (37%), you want to save data (33%) or want to prevent mobile battery is vampirised by ads (30%). It also should be noted that 1 in 3 smartphone users are concerned about ads endanger their online privacy, and therefore decide to make use of blockers.
The adblockers are generating a war of interests in online advertising
We discussed earlier that more and more companies allow you to block all online advertising in the browser (either desktop or mobile) and Safari, which was the first to announce that it would support systems adblocking, also joined Samsung with its own browser. In addition, last week Microsoft also announced that it will incorporate Edge-the browser that tries to regain ground lost by their own system Explorer- ad blocking.
It is true that for the moment the market shares of these browsers do not fear Chrome, and Google never bet to facilitate ad blocking (at the end of the lives of advertising), but the decision of other browsers support the advertising block can start making more attractive in the eyes of consumers.
In any case, it is clear that the big losers adblocking boom, are the marks and the media. Instead of making even more intrusive ads that take the higher profitability of fewer users still watching them, it is time perhaps to bet on relevant and integrated ads, which enrich the mobile experience rather than disturbing.