The IAB Brazil, in partnership with the Offerwise research institute, has launched the third edition of the study entitled ‘What Would the Internet Be Like Without Ads?’. The research aims to understand user behavior trends in a hypothetical scenario without online advertising. One of the conclusions is that the frequency of app and website usage would be lower, and lower-class individuals would have limited access.
Ads help ensure the free availability of services and content, and most Brazilians support how advertising has become established on the internet. According to the study, 63% of users agree to consume free content with targeted ads aligned with their interests. Users believe that personalized ads are a relevant strategy to attract and retain consumers in an increasingly demanding digital environment.
When platforms and websites offer a subscription plan, 6 out of 10 users consider it important to have the choice of which services to pay for, emphasizing the need for flexibility. Young people and consumers from higher classes are most inclined to purchase subscription plans. Still, there is a consensus that prices should be accessible and accompanied by better value.
Another concern of users is privacy and the use of personal data. The research indicates that transparency and digital security are increasingly essential points to gain the public’s trust. For each aspect studied, the research provides a unique comparison showing how Brazilians’ evaluation has changed over the past three years.
The survey interviewed 1,500 internet users from all over the country between October 21 and 27. The aim of the study was to map Brazilian behavior patterns and draw paths on how brands should interact with the end user. “The importance of ads goes beyond the buying journey within the digital environment: they contribute to maintaining the democratization of internet use and to society’s literacy,” says Denise Porto Hruby, CEO of IAB Brazil. To access the full guide, click here.
