The IAB Brazil, in partnership with the research institute Offerwise, launched the third edition of the survey titled "What Would the Internet Be Like Without Ads"?”. The study seeks to understand user behavior trends in a hypothetical scenario without online advertising. One of the conclusions is that the frequency of use of apps and websites would be lower and lower-income classes would have limited access
Advertisements help ensure the free availability of services and content, and most Brazilians support the way advertising has consolidated on the internet. According to the research, 63% of users agree to consume free content with targeted ads aligned with their interests. For the interviewees, ad personalization is a relevant strategy to attract and retain consumers in an increasingly demanding digital environment
Already when platforms and sites 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. Young people and consumers from higher classes are the most inclined to purchase subscription plans. Even so, there is a consensus that values should be accessible and accompanied by better cost-effectiveness
Another concern of users is with privacy and the use of personal data. The research indicates that transparency and digital security are increasingly fundamental points to gain the public's trust. For each of the aspects studied, the research presents a new comparison that shows how the evaluation of Brazilians has changed in the last three years
The survey heard 1.500 internet users from across the country between October 21 and 27. The objective of the survey was to map behavior patterns of Brazilians and outline ways in which brands should interact with the end user. "The importance of advertisements extends beyond the purchasing journey within the digital environment: they contribute to maintaining the democratization of internet use and to the literacy of society", says Denise Porto Hruby, CEO of IAB Brazil. To access the full guide, Click here
