Eyeo and YouGov surveyed 2,500 people in the US.
The study found that 57% of respondents would rather filter ads depending on what’s acceptable to them than block all of them. While, 83% of the participants said that they would be “annoyed” if a site disabled ad blockers without their approval.
61% of respondents won’t revisit a site that disabled their ad-blocker without their consent. 38% of the people would switch off their ad blockers if a website asked them to.
Additionally, consumers might be receptive to ads so long as they can control the experience. The article cites another study which revealed that 80% of those surveyed would prefer opt-in options to any other form of advertising, this includes pre-roll, mid-roll, interstitial, social or native ads.
[3 minute read]