Evaluation of Adblock Software Usage

Anna Sołtysik-Piorunkiewicz, Artur Strzelecki, Edyta Abramek

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.

Keywords:

Adblock Software; Web Advertisement; Website; Security; Privacy

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DOI: 10.7250/csimq.2019-21.04

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