USER PREFERENCES IN THE FIELD OF ONLINE AD-BLOCKING.

The objective of the article is to describe the current state of the user preference issue when using ad-blocking tools in the online Internet environment. The article focuses on current global trends in the routing assessment of the given issue, specifically based on several analyses, describing users' preferences for the use of online ad-blocking tools in the world. The article also presents partial research results aimed at identifying users' attitudes towards the use of ad-blocking tools in the conditions of the Slovak internet market. The research results show that 66.70% of the respondents would leave a website that slows down because of the number of ads, 58% of the respondents actively use online ad-blocking tools, and 38.8% of the respondents would leave the website and would stop visiting it if the website required the ad-blocking tool to be turned off to access the content of the website. The research results represent the opinions of respondents predominantly in age groups 18-24 years (60.08%), and 25-34 years (32.10%). [ABSTRACT FROM AUTHOR]