During the third quarter of 2022, the average global adblocking rate was estimated at 35.7 percent. Think about the last time you were reading an article online, only for flashing banners, pop-ups, and autoplay videos to pop up and cover the content you were consuming. This frustration multiplied millions of times, explains the explosive use of ad blocking.
People aren’t just mildly annoyed, but they’re doing whatever they can to reclaim their non-distraction online surfing experience. In this article, we’ll explore the psychology behind why so many people are blocking ads.
Unwanted and Annoyance
Ad blocking is primarily a reaction to the absolute disruptiveness of online advertising. Users constantly get bombarded with distracting ads that disrupt their browsing experience. Pop-up ads, autoplay videos, and excessive animations interrupt the flow of content consumption, which creates frustration and negative associations with the brands displayed.
This aggressive advertising approach often backfires, as these interruptions breed resentment rather than engagement. Ironically, the increasing use of more disruptive advertising tactics came about due to “banner blindness,” where users subconsciously ignore standard banner ads. Advertisers, in their attempt to break through the noise, often escalate the level of intrusion, which further fuels the ad-blocking trend.
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Performance and Data Usage
In addition to ads’ disruptive nature, they can impact online platforms’ performance. Ad-heavy websites often load slowly, particularly on mobile devices with limited processing power. This sluggishness frustrates users and can lead to abandonment of the site. Furthermore, many ads consume substantial amounts of data, which is a major concern for users with limited or expensive data plans.
Autoplaying video ads, in particular, can quickly deplete data allowances. The added strain on devices also translates to increased battery drain, which further proves that ad blocking is a perfect means to optimize performance and resource usage.
Security and Privacy Concerns
Image by Biljana Jovanovic from Pixabay
Legitimate security and privacy concerns also make users opt for ad blocking. Malvertising, the practice of embedding malware in online ads, is a real threat to users. These malicious ads can infect devices with viruses and spyware, which compromises personal data and system security.
Beyond overt malware, many ads use tracking technologies that monitor user behavior and collect personal information without explicit consent. This unwanted user tracking is another privacy concern and contributes to the feeling of being watched online. Users see the use of ad blockers as a way to regain control of their online browsing experiences.
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Perceived Value
Many users simply don’t perceive value in the ads they encounter. Often irrelevant to their interests or needs, ads are seen as a wasteful distraction rather than a helpful source of information. This lack of perceived value contributes to a negative attitude towards online advertising in general.
Furthermore, a general distrust of advertising messages, fueled by concerns about misleading claims and manipulative tactics, further reduces the perceived value of ads.
The growing number of users opting for ad-free subscription models for content platforms shows that users are willing to pay to avoid ads. This also shows that most people want an uninterrupted and ad-free online browsing experience.
Therefore, we shouldn’t view Ad blocking as simply a technological trend, but as a reflection of deeper psychological factors. Frustration with disruptive ads, concerns about performance and security, and a lack of perceived value all contribute to the widespread adoption of ad-blocking software.
This shift challenges advertisers and content creators, forcing them to reconsider how they engage with audiences and deliver relevant, non-intrusive experiences. Finding a balance between monetization and respecting user experience is the only way to reduce ad blocking’s prevalence.
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