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Ad Blocking Statistics

How Many People Use Ad Blockers?

  • There are 198 million active ad blocking users around the world
  • Ad blocking grew by 41% globally in the last 12 months
  • U.S. ad blocking grew by 48% YOY to reach 45 million active users in 12 months thru June 2015
  • Ad blocking is estimated to cost publishers $22 billion during 2015
Source: PageFair and Adobe’s 2015 Ad Blocking Report: “The cost of ad blocking,” updated on August 26, 2015

Ad_Block_STATS-632x1024Consumer Experience

IAB has been monitoring ad blocking for some time now and will continue to talk to consumers. Here are some key findings from our ad blocking consumer research:

  • At least 34% of U.S. adults 18+ use ad blockers
  • Current users are more likely to be younger males who are “very comfortable” with computers and have children under 18 in the household
  • The types of ads that are more likely to drive consumers to use ad blockers are video ads that automatically start playing, large ads that temporarily take over a screen and blinking ads
  • Key reasons why users started using ad blocking:
    – Learned about the existence of ad blocking technology
    – Their computer became infected with a virus
  • Key factor consumers continue to use ad blocking:
    – To protect devices against viruses
    – To increase computer performance
    – A general dislike of advertising
    – Distracting ads
  • Consumers would turn OFF ad blocking:
    – If unable to view online content unless the feature is disabled
    – If the site looks trustworthy
    – To get the ad experience
  • 60% of current ad blocker users would turn off ad blocking for content
To view the full study, click here.

Source: IAB Ad Blocking Study – Online Consumers V​iews and Usage of Ad Blocking Technologies, September 2014