Mobile ads are here to stay as consumers aren’t willing to pay for ad blockers


Despite a huge number of consumers annoyed with ads on their mobile phones, not many of them would be willing to pay for ad blockers. The finding is part of a survey by mobile advertising company AppLovin among 5,000 US adults. 67% of Americans wouldn’t pay anything to remove ads on mobile phones.

The majority of mobile phone users aren’t willing to pay to remove ads 

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The problem with ad blockers is that ad revenue keeps sites such as Facebook and Google running for free. The study calculated that it would cost mobile publishers an average $5 per month to break even on users who blocked ads. 17% of respondents said they would pay the $5. Another 35% would pay a minimum $2. Generally, those earning over $75k are more likely to pay for ad blocking services. However, the sum of those willing to pay would not make up for the total of ad revenue lost.

Lower earners are less likely to pay for ad blockers

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AppLovin further examined the use of free ad blockers, rumoured to be part of Safari on iOS 9. However, the company writes, publishers continue to need to make money from advertising and are unlikely to give up ad share without a fight. In addition, people aren’t likely to install ad block extensions as 95% of users never even change their default browser settings.

Perhaps we have simply become used to the fact that the internet cannot exist for free without ads. A study by Millennial Media supports this assumption stating that 79% of respondents “understood that adverts are shown to keep apps and content free and prefer this to having to pay for apps.”

In addition, mobile ads have become a lot more personal as of late with campaigns targeted carefully towards the individual user. That means consumers are seeing more relevant ads and are less likely to complain.