Ksubaka carried out a research to investigate the use of ad blockers in China and Singapore. Over 90,000 consumers were surveyed through Ksubaka’s network of thousands of touch screen deployed in retail environments.
Please find the full report below:
Here are the main findings:
- Ad blockers are widely used in both China and Singapore: 51.6% of all respondents in China said that they use ad blockers, 36.2% in Singapore. This number is highest for the ‘millennials’ generation: 58.7% for consumers aged 18-25 in China, 43.7% for those aged 26-35 in Singapore.
- 62% of respondents in China said that they ‘never’ intentionally click mobile ads (55.2% in Singapore).
- In both China and Singapore the oldest age group (56+ years old) clicks considerably more mobile ads per week than millennial generations (18-35): 91.1% more in China, 96.9% in Singapore.
- The number of accidental mobile ads clicks accounts to 56% of total clicks in China and 54% of the total in Singapore.
- 57% of all respondents in China said that they accidentally click a mobile ad at least once a week (53.7% in Singapore). The number of accidental clicks coming from the oldest age group (56+) is significantly higher in both countries.
- 34.8% of all respondents in Singapore said that their favourite ads contain promotions & discounts which is more than in China (28.7%).
- Chinese consumers tend to appreciate humor more than in Singapore: 24.5% said that their favourite ads contain funny content against 16.6% in Singapore.
- In both countries ‘travel’ was the top choice as type of ad clicked. This was the highest for male respondents in China aged 26-35 and female respondents of the same age group in Singapore.