Adblock Plus user survey results [Part 3] · 2011-12-09 15:41 by Wladimir Palant
Previous parts were: survey set-up, general questions, Adblock Plus functionality. Now we want to look at how people perceive the role of Adblock Plus on the web. This was the last page of the survey.
Which of the following statements can you agree to?
1559 out of 1584 survey participants answered this question. As expected, most people disagree that blocking ads is wrong. What was far less expected is the extremely low percentage of people who would be willing to pay for ad-free content. So much about suggestions to implement micro-payments in Adblock Plus, this isn’t going to work then. We see that some people actually use “Disable on site” feature to support websites (45% if you count those who have doubts about this approach). It is also notable that allowing some ads almost gets the highest level of agreement out of all questions (only “I don’t click any ads so this isn’t my problem” has more people agree to it).
For you, which requirements would be sufficient to allow ads?
I had to remove 162 answers for this question because of a contradiction — these people checked “I will always block ads” but also other options as well (probably all of them). This left us with 1380 valid replies. As expected, removing common annoyances came out distant first. Privacy and resource usage share the second place, as to relevant content — people seem to care less about that. Only 21% of the respondents replied that they will block ads no matter what.
112 people used the “Other” field that was also provided. Looking through the list and leaving out options already provided in the survey, the dominant request appears to be a size limitation for the ads (e.g. I some people suggest 20% of the page size and being clearly marked as an ad). Then I see people asking for better ad content and security. Finally some people will only allow ads on their favorite websites.
[To be continued…]
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