Monthly Report March 2017

Ad Blockers in China and Singapore

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SURVEY INFOAll results presented are collected through Ksubakas network of 7500+ touch screens (playSpots) located at high-traffic retail locations. Therefore, all respondents are consumers that interacted with the screens while shopping in-store.

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54.8% 45.2%

age 13-17

34.4%

age 18-25

17.4%

age 26-3525%

age 56+

age 36-5512%

GENDER

TOTAL SURVEYS COLLECTED

83,946

CHINA SINGAPORE

6,522

53.6%46.4%

AGE GROUPS

11.2%

age 13-17

age 18-25

age 56+

age 36-55

age 26-35

21.4% 15.7% 22.7% 28.1% 12%

KEY INSIGHTSAd blockers are widely used in both China -where more than 50% of respondents said that they use ad blockers- and Singapore. More than half of all mobile ads clicks are accidental and the oldest age group (56+ years old) tends to click considerably more ads than younger generations.

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51.6% Of all respondents in China said that they use ad blockers, this is significantly more than Singapore (36.2%)AD BLOCKERS

CLICKS

62% Of all respondents in China said that they never intentionally click mobile ads compared to 55.2% in SingaporeIn both China and Singapore the oldest age group (56+) clicks considerably more mobile ads per week than millennial generations (18-35): 91.1% more in China, 96.9% in Singapore.

The number of accidental mobile ads clicks accounts to 56% of total clicks in China and 54% of the total in Singapore.

57% of all respondents in China said that they accidentally click a mobile ad at least once a week (53.7% in Singapore). The number of accidental clicks coming from the oldest age group (56+) is significantly higher in both countries.

PREFERENCES

In China this number is highest (58.7%) for millenials aged 18-25. In Singapore the number is highest (43.7%) for an older age group (26-35).

34.8% Of all respondents in Singapore said that their favourite ads contain promotions & discounts which is more than in China (28.7%)Chinese consumers tend to appreciate humorous ads more than in Singapore: 24.5% said that their favourite ads contain funny content against 16.6% in Singapore.

In both countries travel was the top choice as type of ad clicked. This was the highest for male respondents in China aged 26-35 and female respondents of the same age group in Singapore.

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QUESTION 1Do you use ad blockers when you are online? ?

A) Yes

B) No

C) I dont know what an ad blocker is

51.6% 28.2% 20.2%YES NO

I DONT KNOW WHAT AN AD BLOCKER IS

13-17 18-25 26-35 36-55 56+

AGE GROUP

58.7%

47.8%56%

50% 44.1%

YES NOI DONT KNOW WHAT

AN AD BLOCKER IS

36.2% 36% 27.8%

AGE GROUP

13-17 18-25 26-35 36-55 56+

29.7%39.8%

43.7%

35.6%35.6%

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QUESTION 2How often do you intentionally click mobile ads? ?

A) Never

B) 1-3 times per week 1- 3

C) 4-11 times per week 4-10

D) 11+ times per week 11

1-3 TIMESNEVER 4-11 TIMES 11+ TIMES

62% 19% 6.6% 12.4%1-3 TIMESNEVER 4-11 TIMES 11+ TIMES

55.2% 27.8% 6.4% 10.3%

0

0.5

1

1.5

2

2.5

3

3.5

4

13-17 18-25 26-35 36-55 56+

AGE GROUP

AVG NUMBER OF MOBILE ADS CLICKED PER WEEK

0

0.5

1

1.5

2

2.5

3

3.5

4

13-17 18-25 26-35 36-55 56+

AVG NUMBER OF MOBILE ADS CLICKED PER WEEK

AGE GROUP

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QUESTION 3How often do you accidentally click mobile ads? ?

A) Never

B) 1-3 times per week 1- 3

C) 4-11 times per week 4-10

D) 11+ times per week 11

1-3 TIMESNEVER 4-11 TIMES 11+ TIMES

43% 32.5% 10.6% 13.9%1-3 TIMESNEVER 4-11 TIMES 11+ TIMES

46.3% 34.3% 8.8% 10.5%

0

0.5

1

1.5

2

2.5

3

3.5

4

13-17 18-25 26-35 36-55 56+

AVG ACCIDENTAL CLICKS PER WEEK

AGE GROUP

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

13-17 18-25 26-35 36-55 56+

AVG ACCIDENTAL CLICKS PER WEEK

AGE GROUP

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QUESTION 4What kind of ads do you usually click? ?

A) Promotions & Discounts

B) Funny Content

C) Good-Looking Visuals

D) None of These

FUNNY CONTENTPROMOTIONS GOOD-LOOKING VISUALS NONE

28.7% 24.5% 13% 38.8%FUNNY CONTENTPROMOTIONS GOOD-LOOKING VISUALS NONE

34.8% 16.6% 9.9% 38.7%

Age Promotions Funny Good-looking None

13-17 19.8% 21.3% 12.4% 46.5%

18-25 31.6% 19.4% 10.4% 38.6%

26-35 39.6% 13.9% 9.4% 37.1%

36-55 39.8% 15.6% 8.2% 36.4%

55+ 26.3% 17.5% 11.4% 44.8%

13-17 24.4% 23.4% 8.8% 43.4%

18-25 35.2% 17.2% 9.3% 38.3%

26-35 45.5% 12.8% 9.0% 32.7%

36-55 46.4% 12.0% 7.6% 34.0%

55+ 27.5% 16.2% 17.1% 39.2%

Age Promotions Funny Good-looking None

13-17 28.6% 23.0% 11.4% 37.0%

18-25 27.8% 25.6% 14.0% 32.6%

26-35 34.1% 24.0% 14.3% 27.6%

36-55 32.7% 21.1% 13.6% 32.6%

55+ 28.5% 16.4% 13.3% 41.8%

13-17 21.5% 28.7% 11.5% 38.3%

18-25 22.7% 31.0% 12.5% 33.8%

26-35 34.1% 25.3% 14.1% 26.5%

36-55 32.2% 22.5% 16.5% 28.8%

55+ 26.7% 15.9% 14.8% 42.6%

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QUESTION 5What kind of ads do you usually click? ?

A) Travel

B) Health & Fitness

C) Technology Products

D) Clothing & Lifestyle

HEALTHTRAVEL TECHNOLOGY NONE

21.7% 11% 12.8% 11.8%

E) Games

F) None of These

CLOTHING GAMES

9.8% 24.9%HEALTHTRAVEL TECHNOLOGY NONE

21.2% 9.2% 10.7% 22.5%CLOTHING GAMES

6.6% 29.3%Age Travel Health Technology Clothing Games None

13-17 12.9% 6.5% 6.0% 3.5% 47.1% 24.0%

18-25 20.5% 8.4% 8.8% 9.0% 23.3% 30.0%

26-35 25.6% 9.9% 12.1% 6.6% 18.2% 27.6%

36-55 24.4% 9.9% 13.1% 5.8% 16.1% 30.7%

55+ 22.2% 10.6% 4.9% 7.0% 19.8% 35.6%

13-17 12.7% 8.3% 4.1% 11.1% 36.1% 27.7%

18-25 20.6% 8.8% 3.5% 18.8% 16.1% 32.2%

26-35 29.6% 10.1% 4.4% 16.5% 11.4% 28.0%

36-55 21.7% 12.5% 3.6% 16.5% 14.5% 31.2%

55+ 21.6% 12.8% 5.8% 9.3% 22.3% 28.2%

Age Travel Health Technology Clothing Games None

13-17 22.7% 7.2% 8.5% 4.1% 36.9% 20.6%

18-25 23.8% 9.6% 14.0% 8.9% 20.6% 23.1%

26-35 27.0% 11.9% 16.5% 10.9% 13.2% 20.5%

36-55 24.4% 14.9% 14.6% 11.0% 12.7% 22.4%

55+ 23.8% 8.5% 6.7% 7.1% 22.6% 31.3%

13-17 16.8% 8.8% 4.6% 13.6% 24.1% 32.1%

18-25 17.1% 11.3% 5.3% 26.2% 11.1% 29.0%

26-35 21.4% 16.1% 8.1% 25.7% 9.0% 19.7%

36-55 21.8% 18.4% 10.2% 18.9% 11.5% 19.2%

55+ 20.2% 10.4% 7.7% 7.8% 21.0% 32.9%

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Ksubaka

Ksubaka is a global network of screens in retail and leisure locations.

We use attractive displays and content to enhance shoppers experience and attract them.

We use the language of games to teach shoppers a brands reason to believe and find out about their preferences

We are bot and fraud-free as all our screens are in public, verifiable places

Our fleet is connected in realtime, targeting relevant displays for each campaign, counting and benchmarking all experiences and all displays and providing advanced analytics.

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Marketing and Insights, in-store

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Any Question?Please contact nicolas@ksubaka.com

mailto:nicolas@ksubaka.com