Gemius: 47% of Latvian internet users use ad blockers
Internet research and technology company Gemius has conducted a survey of Latvian internet users which showed that 47 percent of respondents use ad blockers on at least one device from which they browse the web. 68 percent of those who do not use ad blockers would like to use them in the future.
In a survey conducted by Gemius it was concluded that 47 percent of Latvian internet users use ad blockers on at least one device from which they browse the web. More often ad blockers are used by males in the age group between 25 and 34 years of age. Less than half or 39 percent of respondents do not use such tools, however, 68 percent of them would like to use ad blockers in the future though they do not know how to install or use them.
“Survey results surprised us, we did not hope to see such a large percentage of ad blocker users. These 47 percent, however, do not currently reflect page views of Internet users due to different usage patterns of various devices (home computer, work computer, phone, etc.), furthermore, the use us ad blockers on various devices is different. Nonetheless, it is important to consider the high proportion of Internet users who currently do not use ad blockers but consider using them in the future,” comments Gemius country manager in Latvia and Estonia Linda Egle.
“The public must understand negative aspects of the usage of ad blockers, namely, that advertising revenue is the main source of income for independent Internet media, therefore, ad blocking can have negative consequences. For example, when buying a magazine, some of its cost is included in the price of the magazine itself but people can view internet media without payment. Installing ad blocker effectively deprives journalists, photographers, technicians and other specialists from their salary. Advertising and ads are not a bad thing, their presentation to readers covers the cost of producing qualitative independent content. Of course, there is also another option – to charge for the content that is free of advertising. However, as our research shows, rarely anyone would be willing to pay for it.”
The research was made from 11 to 15 February 2019 with 2153 Latvian internet users aged from 18 to 74 years of age. The research was made by using gemiusAdHoc tool with the help of Pop-up internet surveys that were randomly displayed to Internet users in Latvia. Data was weighted with gemiusAudience research by gender and age.
To find out more about this research and to see all data please write to Gemius client specialist in Latvia and Estonia Pēteris Asbahs (firstname.lastname@example.org).
gemiusAdHoc is research for individual business needs with the opportunity to find out public opinion on any topic, question or industry.
Gemius – international internet research and technology company that offers professional research solutions, analysis and recommendations for online-based companies. Gemius offered solutions are used as core for daily operations for more than two thousand companies in different market sectors around the world. Established in 1999, Gemius currently operates in over 30 markets in Europe, Middle East, and Africa. The research uses the methodological solutions developed by the company, which are aligned with the internationally recognized ICC / ESOMAR Code. More: www.gemius.ee.