Why Most People Won’t Pay To Block Mobile Ads

From my Forbes.com blog The New Persuaders:

There’s no shortage of people who claim they’d pay extra to avoid having to view ads on their favorite site, or anywhere on the Internet. One even took the trouble to suggest how it might work in a recent opinion piece in the New York Times.

But as a new survey shows, it’s very unlikely the vast majority of people would be willing to shoulder the real cost of replacing the ad revenues that would be lost–revenues required to keep Facebook, Google, the New York Times, and most other commercial sites running. According to the survey by the Palo Alto-based mobile ad marketing firm AppLovin, two-thirds of respondents aren’t willing to pay any extra at all for the privilege of wiping ads from their iPhones and Androids.

The survey, conducted last month, used Google Consumer Surveys to ask 5,000 U.S. residents between 18 and 65 how much extra they’d be willing to pay on top of their phone bill to remove ads. Besides those who wouldn’t pay a dime, some 14.5% said they’d pay an extra $2 a month, but those who would pay $5, $10, $15, or $20 extra each fall into the single digit percentages.

Clearly there is some demand for paid ad blocking. Problem is, the amount even those few are willing to pay doesn’t come close to making up the revenue difference, at least by AppLovin’s reckoning. …

Read the rest of the post.