Adoption of ad blockers in the US is expected to grow rapidly in 2016 and 2017, according to a new eMarketer report. Usage increased 34.4% from 2015 to 69.8m Americans now using ad blockers this year. In 2017, that figure is predicted to jump another 24% to 86.6m.
US ad blockers on the rise
According to the research firm, ad blocking users are defined as those who access the internet at least once a month via any device that has an ad blocker enabled. More than one in five people in the US are expected to use one this year.
Paul Verna, Analyst, eMarketer, explains:
“Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue. The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block.”
Notably, eMarketer found that ad blocking is more prevalent on desktops and laptops than on smartphones. 63.2m people are expected to use ad blocking software on their PC devices compared to 20.7m on their smartphones. 90.5% of ad block users are actively blocking ads across their desktops and laptops, compared to around 30% on smartphones.
“Ad blocking is more common on desktops and laptops because screen sizes are large enough to accommodate multiple ads. This includes videos that might be out of view but still audible, which are especially annoying to users. Also, ad blockers typically don’t work on apps, where users spend most of their mobile internet time.”
The report comes on the back of increasing worries among marketers and advertisers that ad blocking is incurring considerable costs to the industry. Brands have been looking for other ways to reach consumers and are refocusing on branded content and native ads to get their campaigns out. Many have tapped into in-app marketing as blockers don’t yet work here.
However, as mobile device adoption grows, so too will the use of mobile ad blockers.
Smartphone adoption of ad blockers will increase as number of devices grow