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2.2c To Block or Not to Block? An Exploratory Study of Continuing and Future Ad Blocker Usage
Abstract
Online advertising expenditures continue to soar, with $88 billion in revenue generated through online advertising in 2017 alone. However, ad blockers, a technology that allows consumers to more effectively and easily avoid contact with online ads than ever before, are growing increasingly popular among consumers. Advertisers are concerned about the proliferation of such technologies and the resulting ad avoidance, as consumers missing their messages lead to wasted online ad spend. Despite the popularity of ad blockers, scant academic research has explored consumers’ usage of these tools. Therefore, the present research undertakes an exploratory survey of 299 Internet users, identifying potential predictors of ad blocker usage and examining how these predictors are both similar and different in ad blocker users’ (ABUs) likelihood of continued usage and ad blocker non-users’ (ABNUs) likelihood of future usage (i.e., installation of blockers). Results show that Internet advertising avoidance is a significant predictor of ABUs’ likelihood of continued usage of ad blockers, while privacy concern and increased mobile Internet usage are positively related with ABNUs’ likelihood of installation of ad blockers, although desktop Internet usage is negatively related.
First & Corresponding Author
Federico de Gregorio, University of Akron
Authors in the order to be printed.
Sydney Chinchanachokchai, University of Akron; Federico de Gregorio, University of Akron; Alexa Fox, University of Akron