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Posted by Brian Walker on January 13, 2009
have grown in use over the last few years as a plug-in for Web browsers. This
is particularly easy for Firefox
users who can easily add in the Mozilla recommended Adblock
Plus add-on when downloading Firefox.
are hard to come by. Unfortunately, Forrester has not been polling consumers
with our own Consumer Technographics®
product, which is otherwise very comprehensive. (I will work to change this.)
When I ask
advertisers and retailers about this I often get a response along the lines of
So what is
the big deal? A few ads get blocked, so what?
based on a few informed conversations of late I think we are approaching the
5-8% range for consumers using ad-blockers. This starts to really count at that
are three key reasons why this is important:
an example of Wal-Mart’s home page just
by way of example:
can you do about it?
Let us know
how we can help, and please comment on the blog with your thoughts on the
* For a good example of a site-design and execution which
work well wither way, check the NYT site
with and without an ad-blocker.
** Note that many of today’s leading eCommerce platforms
support this capability. See our upcoming eCommerce B2C Wave report for more
*** While you are doing this also look at your site in
multiple browsers (Recommended: IE 6, IE 7, Firefox, Safari, and iPhone-Safari)
– oh, and order some things from your own site while you are at it.
If you are
on Twitter, follow me at: http://twitter.com/bkwalker