Consumer's ability to skip adds
Description:
Enablers:
o Technology growth: With the growth of various technologies such as media-on-demand and TiVo, users have much greater control over the content they view.
o Growth of media types: Viewers are not restricted to one device for a certain type of media. For example viwers no longer are restricted to television for watching their favourite shows. This offers greater flexibility and again control on the side of the viewer.
Inhibitors:
o Enforcement of advertisements on viewers. For example viewers who skip ads using TiVo are subject to still image advertisements while they fast-forward through the video ads.
Paradigms:
No longer are advertisements ubiquitous and forced on the population. Instead, people have tremendous flexibility in terms of what content they view and what advertisements they allow to be shown to them.
Experts:
Timing:
There are already many technologies and media types through which users can bypass advertisements. As time goes on, users will continually seek the technologies that give them the most flexibility in terms of content (often also with regard to avoiding advertisements).