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Consumers are abandoning content that takes too long to load or is too long, according to a new Adobe Consumer Content Survey.

Expand chart
Reproduced from the 2018 Adobe Consumer Content Survey; Chart: Axios Visuals

Why it matters: Consumption habits are being shaped by web platforms with expert engineering that are designed to maintain consumer attention and eyeballs. Less sophisticated consumer experiences, like slow websites or crappy apps, are being abandoned or intentionally avoided by consumers.

Some of the bigger players in technology are working to weed out some of the bad experiences from the internet to make the overall web experiences better for everyone.

  • Google will roll out its long-awaited ad blocker in its Chrome web browser next week, which will filter out low-quality ads based on third-party standards.
  • Flipboard said earlier this year that it will reward publishers with better experiences by giving them more visibility on its platform.
  • Apple's Safari browser has begun blocking autoplay videos, and it includes a feature that stops ad retargeting based on user web history.
  • The EU passed a sweeping data reform package that will go into effect next year that will make it harder for ad tech companies to collect data to target consumers with intrusive ads.
  • Google and Facebook have also tried to speed up load times of articles with features like Google AMP (Accelerated Mobile Pages) and Instant Articles.

Some ad tech companies that base their businesses around ad retargeting, as well as other technologies that are sometimes deemed as intrusive, are seeing their businesses take a hit.

  • Criteo, once the holy grail of advertising retargeting, has seen its stock tumble over the past year and said it expects Apple's new Safari ad-blocker to cut its revenue by roughly 22%.

Consumers have long indicated that they are fed up with bad web experiences by installing ad blockers and spending more time with platforms, instead of standalone websites.

  • Americans spend seven times more of their mobile time using apps rather than the web. Google and Facebook own eight of the top 10 most-used mobile apps in the U.S., per comScore.
  • Nearly one third of internet users in the U.S. are expected to use ad blockers this year, according to estimates by eMarketer.

Go deeper

Updated 2 hours ago - Economy & Business

The next worker fight: Time off for Juneteenth

Illustration: Annelise Capossela/Axios

Who gets paid time off to celebrate Juneteenth in the years to come will be uneven and complicated, if history is any guide.

Why it matters: Corporate America hasn't grappled with a new federal holiday since Martin Luther King Jr. Day was authorized almost 40 years ago. How they responded took years to evolve.

2 hours ago - World

UN assembly condemns Myanmar military coup

Protesters make the three-finger salute as they take part in a flash mob demonstration against the military coup. Photo: AFP via Getty Images

The UN General Assembly on Friday condemned Myanmar's military coup and called for an arms embargo against the country, AP reports.

Why it matters: The rare move demonstrates widespread global opposition to Myanmar's military junta, which overthrew the country's democratically elected government and seized power on Feb. 1.

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