Klick Health

Two stories are a case study in survey design and selection bias

Editor

in
Read More

Two stories in eMarketer only eight days apart illustrate the dangers of selection bias. The first story, sourced from comScore, shows that Millennials are blocking ads at a robust 16.2% in the US:

196673

Numbers like this are enough to set off warning bells in most marketers’ minds, but the second story in eMarketer would make them apoplectic. According to this story a full two-thirds of Millennials are using ad blockers:

196407

If Fractl and Moz were using their audience as the source for their survey then it would be heavily biased towards young internet marketers (a theory reinforced with their statements that another survey skewed younger and male). This audience is much more likely to block ads than the general population.

Summary

So, are 63% of all Millennials blocking ads? Unlikely. Are 16% of Millennials in the US blocking ads? Pretty likely. This is still a problem, exacerbated by Apple including ad blocking in iOS9, but the sky isn’t falling quite as quickly as the first number would indicate.

Other stories in eMarketer:

Source: eMarketer

More About the Author

Klick Wire

This is the Klick Wire blog account. Here you will find archived versions of all your favorite Klick Wire stories. To get these stories delivered to your inbox every week, use the sign up form at the bottom of this page.

More from this author

Go from news to action. Klick Wire

Weekly Digital Health Newsletter

Klick Health will NEVER spam you. Read our privacy policy

Thank you! You're now signed up to get the Klick Wire every week - news from the world of digital health marketing.

Sorry there seems to be a problem. Please try again later.