|Titulo||Team: Fact + Fable|
|História|| European internet users live in an information society, which recognises the fact that informationtechnology has changed the way we live. The access we have to information online has revolutionisedcultural, political and social aspects of life and digital citizens have become dependent on the internet’sservices with no regard to the cost.|
Unsurprisingly, digital advertising spend is forcasted to overtake traditional channels by 2017. Weunderstand through our research, the relationship between advertiser and source-providers whichenables content to thrive. With upcoming developments of ad blockers for mobile, this issue is set fordramatic increase, a mass perception change is needed.
Over 77 million Europeans were using ad blocker this time last year and the impact will cost publishers$41 billion by 2017. This means while publishers are losing money, agencies are losing audience andcontent creators are struggling to survive.
To investigate, we conducted 100 questionnaires and organised a focus group with “Digital Natives”between 18-24 to interrogate their justification of use and understanding of the issue.Our research findings suggest that if digital citizens understood the extent to which their valuedinformation is at risk, ad blocking technology wouldn’t be so quickly downloaded.
A majority of participants in both questionnaire and focus group enabled ad blocking; for a host ofreasons from advertising intolerance to virus protection. There was a consistent lack of conviction tochange this behaviour due to the inconvenience, regardless of the consequences of using the add-on.
Whilst many participants accepted that advertising played a role of funding for content providers, therewas less understanding that advertising is their primary source of income. Fundamentally, the valueattached to everyday online content by focus group