Abstract
The article shows the main factors of adblocking software usage. The study was based on data obtained by a web questionnaire. The research was focused on evaluation of adblocking software usage factors in five categories: (1) gender, age, and education; (2) use of advertising and sources of knowledge about advertising; (3) technical and social reasons for blocking online advertisements; (4) usage of an adblock-wall; and (5) type of online advertisement. An evaluation of adblock usage factors revealed four main technical reasons for adblock usage connected with website technology and web development problems – interruption, amount of ads, speed, and security; and one social reason for adblock usage, namely, the problem of privacy.
Highlights
Nowadays the role of online marketing tools is increasing in e-business
The following research questions were proposed to fulfill the research goals: RQ1: Who is using the adblock software? RQ2: What are the main reasons for blocking the online advertisements? RQ3: What types of online advertisements are acceptable for users? RQ4: Who is using the ad block-wall software? RQ5: What is the correlation between the type of online advertisement and the usage of ad blocking software?
The main technical reasons for ad blocking software usage are: too often displaying advertisements (50.30% of internet users complain about that factor), excess advertising on the web (37.80% of internet users complain about that factor), slowly loading websites (3.50% of internet users complain about that factor), virus and malware protection (2.50% of internet users complain about that factor)
Summary
Nowadays the role of online marketing tools is increasing in e-business. Describing the ad blocking software usage factors for future web advertisement strategy development is an important issue in the context of online marketing tool effectiveness. The changes in online advertisements, i.e. native advertisements and new versions of old “conventional advertisements,” depend on the behavior of internet users, especially the marketing strategy of targeting users in e-business. This article is the result of research study that was performed using the following methodology: 1. B. Analyzing literature on the subject of ad blocking software usage
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