What would the internet be like without ads? Research by IAB Brasil reveals that usage would be lower and lower-income groups would have limited access.

IAB Brazil, in partnership with the research institute Offerwise, launched the third edition of the study 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.

Ads help ensure the free availability of services and content, and most Brazilians support the way advertising has become established on the internet. According to the research, 63% of users agree to consume free content with targeted ads aligned with their interests. For those interviewed, personalized advertising is a relevant strategy to attract and retain consumers in an increasingly demanding digital environment.

When platforms and websites offer a subscription plan, 6 in 10 users consider it important to have the power to choose which services to pay for, reinforcing the need for flexibility. Young people and higher-income consumers are most inclined to purchase subscription plans. However, there is a consensus that prices should be affordable and offer better 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 to gaining public trust. For each of the aspects studied, the research provides an unprecedented comparison showing how Brazilians' assessments have changed over the last three years.

The research surveyed 1,500 internet users nationwide between October 21 and 27. The survey aimed to map Brazilian behavioral patterns and outline how brands should interact with end-users. “The importance of advertisements extends beyond the purchase journey within the digital environment: they contribute to maintaining the democratization of internet use and to societal literacy,” says Denise Porto Hruby, CEO of IAB Brazil. To access the complete guide, click here.