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Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)
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Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)

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Kadokawa ASCII Research Institute, Inc. conducted a survey on the percentage of advertisements in content viewed on smartphones.

The amount of data transferred when a user uses the Internet includes not only the amount of information about the content itself, but also the amount of information about advertisements. This study investigated how much of the total amount of data transferred by smartphones is advertising information.

Reference source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is advertisements

Research method

The smartphone used in the survey was an iPhone 8, and was connected to the Internet via an NTT Docomo line. The browser application “Safari” was used, and the amount of data transferred when accessing the target content site was recorded using the “Web Inspector” function for developers.

For YouTube, videos of less than 10 minutes were played using the default settings, with and without an ad blocker, three times each.

For sites other than YouTube

  • Access the top page and view the list of categories and rankings
  • Open an article or product page and scroll to the bottom of the page to view the entire page
  • Display other pages from related links etc.
Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)

I performed these steps with and without an ad blocking tool. The test was conducted again at a different date and time, and the average value of the results was used as the aggregated result.

The breakdown of the amount of data transferred with “with ad blocking tool” and the amount of data transferred with “without ad blocking tool” was analyzed, and the difference between the results was taken as the “estimated amount of data transferred for advertising.” Two ad blocking tools were used: “280blocker” and “AdGuard Pro.”

Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)

Approximately 40% of content viewed on smartphones was advertisements.

The graph below shows the results of a survey of the amount of data transferred on major websites that are actually used by many users.


Source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is due to advertisements

Overall, it was found that advertisements accounted for approximately 40% (44.1% in this survey) of the total amount of data transferred. However, it was also found that the proportion of advertisements varies depending on the site genre.

  • Portal sites (Yahoo! Japan, goo, livedoor, etc.)…The percentage of advertisements is about half or more
  • YouTube…the percentage of ads is about half ・Shopping sites (Amazon, Rakuten Market, etc.)…the percentage of ads is small (however, there may be ads that cannot be excluded with ad blocking tools)
  • Weather forecast/disaster information site…advertisement ratio is approximately 60%
Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)

Most of the advertising data is images. However, video accounts for a large proportion of the total data transfer amount.

The study also analyzed the breakdown of data transfer volume. As a result, in many content sites, much of the amount of data transferred, which is estimated to be advertising content, is occupied by image data such as JPEG.

However, of course there are exceptions, with YouTube and Yahoo! JAPAN having a higher proportion of video (MP4) ads.


Source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is due to advertisements


Source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is due to advertisements

Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)


Approximately 40% of data traffic on major content sites was advertising (Kadokawa ASCII Research Institute, Inc.)

Source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is due to advertisements


Source:

Conducted “Survey on the ratio of advertisements to content viewed on smartphones” Average 40% of data transferred on major websites is due to advertisements

Overall, there were a lot of image ads, but if you consider the amount of data transferred itself, it would seem that video ads, which have a large amount of data, accounted for a high proportion.