What would the internet look like without ads? Research from IAB Brazil reveals that network use would be lower and lower classes would have limited access

IAB Brazil, in partnership with the research institute Offerwise, launched the third edition of the research entitled “How would the Internet be 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 applications and websites would be lower and the lower classes would have limited access.

Ads contribute to ensuring the gratuity of services and content available and most Brazilians support the way advertising has consolidated on the internet. According to the survey, 63% of users agree to consume free content with targeted ads and aligned with their interests. For respondents, ad personalization is a relevant strategy to attract and keep 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 of choice about which services to pay, reinforcing the need for flexibility. Young people and consumers from the upper classes are the most inclined to purchase subscription plans. Still, there is a consensus that the amounts should be affordable and accompanied by better cost-benefit.

Another concern of users is with privacy and the use of personal data. The research points out that transparency and digital security are increasingly fundamental points to win the trust of the public.For each of the aspects studied, the research brings an unprecedented comparison that shows how the evaluation of Brazilians has changed in the last three years.

The survey heard 1,500 internet users from all over the country between October 21 and 27. The objective of the survey was to map Brazilian behavior patterns and chart ways of how brands should interact with the end user. “The importance of ads extends beyond the shopping journey within the digital environment: they contribute to maintaining the democratization of internet use and to the literacy of the”, says Denise Porto Hruby, CEO of IAB Brazil.