Ad blocking: Study proves that mobile ads do devour at least half of mobile data


According to new research from Enders Analysis, mobile adverts do eat into users’ data plans. The Blocking in the free world: the threat of online ad blocking report finds that this is one of the prime reasons why consumers download ad blockers.

As part of the study, Enders researchers compared mobile page loads across eight content websites with and without an ad blocker enabled as well as with ad blocker and JavaScript disabled. It found that 18%-79% of mobile data came from ads. Animated ads using JavaScript further added 6%-68% of data transfer.

Enders concluded that mobile users are regularly loading half of their mobile data from ads on publisher pages.

Mobile ad data transfer across news site



Customers are concerned about their data plans and this analysis further confirms their fears. Mobile pages are bloated with resource-hungry adverts which also increase page load times.

But it’s not only consumers who have been advocates for ad blockers. Carriers such as Three UK and Italy have been working with software developer Shine Technologies to provide network mobile ad blocking services for their customers.

Tom Malleschitz, Chief Marketing Officer, Three UK, says:


“Irrelevant and excessive mobile ads annoy customers and affect their overall network experience. We don’t believe customers should have to pay for data usage driven by mobile ads. The industry has to work together to give customers mobile ads they want and benefit from. These goals will give customers choice and significantly improve their ad experience.”

Meanwhile, Swedish publishers have come together to sway consumers away from adopting ad blocking technology. Led by the IAB Sweden, publishers plan to only allow access to their content if blockers are disabled or a small fee is paid to cover the cost of content. With over 30% of internet users now employing ad blockers in the country, IAB confirmed that the move was necessary to keep online content free in the future.