“To Block or Not to Block? Predictors of Ad Blocker Usage”, 2024-09-05 (; similar):
Despite their growing prevalence, limited academic research exists on predictors of ad blocker software usage.
Method: Our survey of 299 U.S. Internet users [using Amazon Mechanical Turk] explores potential predictors for ad blocker users’ (ABUs) continued usage and ad blocker non-users’ (ABNUs) future usage (ie. installation of blockers).
Findings: demonstrate that advertising avoidance and satisfaction are predictors for ABUs, and privacy concern predicts ad blocker installation among ABNUs. Moreover, mobile (desktop) Internet usage positively (negatively) predicts installation among ABNUs.
Our findings make unique contributions to an understudied topic within the advertising avoidance literature in the ever-changing digital age.
…Our results suggest important differences between ABUs and ABNUs. We find that while advertising avoidance and satisfaction are particularly important for current users, privacy concern is key among non-current users, and is positively related to the likelihood of installing ad blockers. Furthermore, among non-users, mobile Internet usage positively predicts the likelihood of installing ad blockers, while desktop Internet usage serves as a negative predictor.
[Splitting the analysis by users vs non-users renders it largely irrelevant to my interests.]