Effective Measure has released its Ad-Blocking in South Africa 2017 research report, which shows 13% of South African consumers currently use ad blockers.
The report is based on 2,987 local survey responses between December 2016 and January 2017.
The report reveals that ad blockers are used by consumers because of disruptive, annoying, and overwhelming advertisements.
Security and speed were also common concerns among Internet users, which prompted them to use ad blockers.
Despite this, the research is positive for publishers and advertisers, with over 75% of South Africans citing that they’ve never used or don’t know what an ad blocker is.
The survey further showed that 18% of respondents stated they will click an advert if it seems interesting.
“Because the ad-blocking numbers are relatively low compared to other countries, this gives South African publishers and advertisers a head start to proactively tackle ad-blocking,” said Greg Mason, Sub-Saharan Africa Regional MD at Effective Measure.
“There are so many opportunities for our industry to keep these numbers from increasing. The data shows it’s not that consumers don’t like ads, it’s the content and delivery that is directly affecting their decision to turn on ad-blocking.”