mobile data cost controlMost of us are blissfully unaware that the adverts that display on news websites are heavy data users. In fact a report last month from the company Shine estimated that adverts could use up to as much as 50% of your mobile data allowance.

So just take a moment and multiply that cost across all of your company’s phone and tablet users. That’s right, you could be paying thousands of pounds each month for your users to receive adverts they probably don’t want to see in the first place.

We have to declare that Shine have a vested interest in pushing this story; they are an ad-blocking software supplier so have a biased opinion on the value of the adverts. However major players such as the mobile network carrier Three have announced plans to roll-out their own network level of ad blocking options to their users. A very handy tool for corporate accounts.

Further analysis has been done by the company Enders Analysis who simulated an iPhone 6 loading popular sites with and without ads and Javascript (the software tool that runs lots of the functions on many web pages) enabled. Their results indicate that pages had between 18% and 79% of advertising data contained within them and hence this was being downloaded when adverts were enabled and not blocked.

How much data are we talking about?

Enders estimated that the King James bible could be downloaded 100 times over with an entry level 500Mb data package and most users are more likely to have 2GB or 4GB per month in their contract. So if websites were pure text and simple images, we would all be much better off.

Help may be at hand with projects such as the AMP Project from Google. This industry wide initiative is designed to create an ultra fast mobile web browsing experience by reducing the page “bloat” that currently pervades the mobile web. Many of the biggest technology and content providers in the world are involved and they are looking at how to produce an optimised code that delivers content in a way that suits mobile devices.

In the meantime however you may want to do some digging into data usage in your own company and perhaps some A/B testing of users with and without advert blocking installed.

We would be more than happy to assist if you are looking for a place to start.