SOASTA is out with the findings from its ‘Third-Party Analytics Study,’ conducted online by Harris Poll in August among more than 2,000 U.S. adults. The goal was to determine how Americans feel about one of the biggest developments on the internet: third-party tracking that leads to consumers being routinely served advertising, news, videos, and more.
The study demonstrates the need for new tools to make third-party resources work better.
“According to SOASTA’s study, 85 percent of Americans say third-party features are annoying,” reads the report summary shared with MAW. “Three out of four Americans would rather engage in a seemingly unpleasant activity – such as going to the dentist … if it meant they would no longer have to see third-party advertising and resources on sites or apps they use.”
Additionally, more than 2 in 5 Americans (42 percent) say third-party resources have caused them issues including slow performance and obstructed screens — situations that often force them to leave a website or app.
It’s an important issue. Thirty percent of consumers admitted that they are more likely to visit a competitor web or mobile app that has less annoying third-party resources.
“Third-party ads are the lifeline for many media and e-commerce businesses that are struggling to stay in the black. A typical web page today can request up to 60 percent of its resources from third-party domains,” said Ann Sung Ruckstuhl, SOASTA’s CMO. “But for most Americans, these ads, content and tracking software are the biggest annoyance of the internet. More than 40 percent of users will abandon a website or mobile app after just three seconds of delay. Businesses today must make digital performance management a top priority and use tools to proactively monitor and manage their third-party resources and vendors to work better – and less annoyingly – to prevent their visitors from getting fed up once and for all.”
Amusingly, among the study findings are that many would prefer a host of other activities over third party interruptions, including going to the dentist’s office (34 percent); watching a video about Donald Trump (28 percent); watching a video about Hillary Clinton (27 percent); or hanging out with Kanye West and Kim Kardashian (17 percent).
Interestingly, Americans’ annoyance with third-party features could also impact the 2016 election season.
“According to SOASTA’s survey, 77 percent of Americans say website features would negatively impact their likelihood to vote for political candidates when visiting their campaign websites, such as requests for personal information or donations (44 percent each) or if the website is difficult to navigate (27 percent),” noted the report summary