论文信息 - USAGE AND PERCEPTIONS OF INTERNET AD BLOCKERS: AN EXPLORATORY STUDY

USAGE AND PERCEPTIONS OF INTERNET AD BLOCKERS: AN EXPLORATORY STUDY

This exploratory study examines the utilization of ad blocking software by 129 undergraduate business students. It finds that 63% of the students have tried ad blockers and 62% are currently using the software on their personal computers. It also found that utilization of ad blocking software is similar for users of both Microsoft Internet Explorer and Mozilla Firefox browsers. The high utilization of ad blocking software has implications for the advertising revenue model that currently supports many web sites and services.

Steven C. Ross | J. Christopher Sandvig

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