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 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.

Advertisements 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 for attracting and retaining 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. Young people and higher-income consumers are most inclined to purchase subscription plans. Even so, there is a consensus that prices should be affordable and offer better value for money.

Another concern among 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 past 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 ads 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 Brasil. To access the full guide, click here.