Perhaps people do not install adblockers despite the large benefits because they just don't know? Thinking about a Google Surveys like this: "Do you know about adblockers: browser extensions like AdBlock Plus or ublock?" "No" "Yes, & I have one installed" "Yes, but I do not *"
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No objections to wording, so I've launched a GS with n=1000.
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Results: 1. Yes+installed: 13.9% (raw n=156) 2. Yes+not-installed: 14.4% (n=146) 3. No: 71.8%. (n=702) CSV: https://www.gwern.net/docs/traffic/2019-03-18-googlesurveys-adblocker.csv … Huh. Maybe the answer really 𝘪𝘴 "they just don't know".
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This calls for another survey, asking why. (Hey, GS keeps giving me $15 coupons...) 'If you don't have adblock installed in your web browser, why not?' 1. I do 2. I don't know what adblock is 3. my mobile browser doesn't allow it 4. adblock is immoral 5. ??? 6. [free response]
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Added a 'Ad blockers are too hard to install' option & launched for n=500. Curious to see what the free responses will look like: I've never actually used the free response option before (because free response is SATAN). It'll probably be egregious.
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Somewhat different results, but ignorance remains the single biggest reason by far for not using adblock: - Installed: 35% (up from 14%?) - Not-installed reasons. Ignorant: 37%; Too hard to install: 6%; crippled browser/OS: 8%; unethical: 10%. Raw CSV: https://www.gwern.net/docs/traffic/2019-03-21-googlesurveys-adblocknonusagereasons.csv …pic.twitter.com/i7LvPIMoDm
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Only 4% free response; some redundancy with the given options but major theme is that they didn't feel they needed adblock or that ads were all that annoying. I'm not sure they are right about this: it's easy to be wrong about what annoys you... But maybe some are exceptional.
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Launched 3rd survey (n=500). Tried to reverse the demand bias by now asking "Most people do not use adblock extensions for web browsers like AdBlock Plus/ublock; if you do not, why not?"; added "I don't want or need to remove ads" response option.
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Results: - Installed: 37% - Ignorant: 23% - Don't need/want: 15% - Too Hard: 12% - Not installable: 8% - Unethical: 3% - NA: 4% CSV: https://www.gwern.net/docs/traffic/2019-03-23-googlesurveys-adblocknonusagereasons-2.csv …
at the free responses:pic.twitter.com/zHJeOw5bcw
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These are puzzling results. Is the adblock ignorance rate 23%, 37%, or 72%? Those are, er, different.
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Now imagine if these results had been in 3 different papers by 3 different research groups! 10 years later, someone would have to write a review paper speculating about the possible effect interactions. "More research needed."
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