IAB Brasil, in partnership with research institute Offerwise, launched the third edition of the research titled ‘What Would the Internet Be Like Without Ads?’. The study 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-income classes would have limited access.
Ads help ensure the free availability of services and content, and most Brazilians support how advertising has established itself on the internet. According to the research, 63% of users agree to consume free content with targeted ads aligned with their interests. For respondents, ad personalization is 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 power to choose which services to pay for, reinforcing the need for flexibility. Younger users and higher-income consumers are the most inclined to purchase subscription plans. Still, there is a consensus that prices should be affordable and offer good value for money.
Another concern for users is privacy and the use of personal data. The research indicates that transparency and digital security are increasingly fundamental points for gaining public trust. For each of the studied aspects, the research provides a unique comparison showing how Brazilians’ perceptions have changed over the last three years.
The research surveyed 1,500 internet users across the country between October 21 and 27. The objective of the study was to map Brazilian behavior patterns and outline how brands should interact with end users. ‘The importance of ads extends beyond the purchasing journey within the digital environment: they help maintain the democratization of internet use and societal literacy,’ says Denise Porto Hruby, CEO of IAB Brasil. To access the full guide, click here.
