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BizReport : Advertising archives : December 16, 2015

Purify calculates mobile ads cost users $233 a year

Ad blocking software firm Purify has released data claiming that, apart from blocking ads on mobile due to their annoyance factor, users might want to consider blocking ads to save on data costs, too.

by Helen Leggatt

Ad blocking has seen a lot of coverage in the media lately, more so since the iOS Safari browser included the capability. According to Global Web Index's recent infographic depicting the use of ad blocking across the globe, at least a quarter of Internet users in all regions block ads, rising to 30% in Europe. The ad blocking trend is being led by younger Internet users and men.

According to Purify, a dozen visits to a typical website every day for a month will cost a mobile user approximately $11.16 to view the content. However, it will cost that user another $19.44 on average purely to download the ads on that website. At a cost of about $233 over the course of a year, for ads that weren't requested, it sure sounds like a viable argument for blocking ads on mobile.

However, Danny Sullivan over at Marketing Land believes the maths behind the argument isn't solid. In his article he writes that "Purify is overestimating the bandwidth that pages and ads consume," and goes on to explain in detail how Purify's argument for ad blocking does not quite fit in with how cellular data plans work, or the use of WiFi. So Purify's claim of saving 50% on data costs by blocking ads doesn't sound so attractive afterall.

Image via Shutterstock

Tags: adblocking, advertising, mobile

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