I'd be more willing to believe them if they shared the experiment and metrics they used to determine this alleged fact. How you ask a question, or interpret a response, can radically affect an outcome in a survey.
I'm generally suspicious of any industry "paid-for" study. Especially when dealing with marketing consultants that have a vested interest in "confirming" the validity of an industry's desired outcome or supporting a decision already made.
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Maybe what they're saying is, in fact, true. But it will take more than a bald assurance that "a study has found" to convince me this isn't largely a pile of self-serving bullshit being used to justify somebody's decision to change their business plan.
Seriously! What's comes next? An annual or monthly "subscription" that lets you turn off their advertising?
That'd be a cute move since having that would allow a company to argue any ad blocking used with its software (or website) is now a license violation, right?
It's coming kiddies. You read it here first.