多数美国用户更喜欢社交媒体而非广告应用, Most U.S. users prefer social media over apps for ads due to better relevance, but ad fatigue and low willingness to pay hinder monetization.

一份新的Opti数字报告显示,73.74%的美国用户在移动设备上消费编辑内容,其中86.30%的人使用应用程序,只有8.08%的人认为应用程序是广告的理想,而39.73%的人更喜欢社交媒体,特别是在18-34岁的人中。 A new Opti Digital report reveals that while 73.74% of U.S. users consume editorial content on mobile devices, with 86.30% using apps, only 8.08% see apps as ideal for ads—compared to 39.73% who prefer social media, especially among 18-34-year-olds. 由于数据驱动的个性化,社交媒体广告被认为更为相关,而网站和应用程序广告则因目标模糊和选择不当而受到批评。 Social media ads are viewed as more relevant due to data-driven personalization, while website and app ads face criticism for clutter and poor targeting. 超过三分之二的用户离开网站时被广告所淹没,AI搜索工具正在减少出版商的流量。 Over two-thirds of users leave sites overwhelmed by ads, and AI search tools are reducing publisher traffic. 尽管在广告上疲劳,但只有3.7%的美国人愿意为免费内容付费,因此,单靠付费墙是无效的。 Despite ad fatigue, only 3.7% of Americans are willing to pay for ad-free content, making paywalls ineffective alone. 报告敦促出版商采取多样化的货币化战略,包括奖励广告、直接交易和低影响格式,同时通过持续测试和优化确定用户经验的优先顺序。 The report urges publishers to adopt diversified monetization strategies, including rewarded ads, direct deals, and low-friction formats, while prioritizing user experience through continuous testing and optimization.