Research by GlobalWebIndex has revealed that ad blocking is on the rise globally.
Ad blocking software stops adverts from appearing on web browsers.
Users install them for a variety of reasons, for example because they find adverts annoying or because they are worried about their data being collected.
The study asked internet users from across the world if they used ad blocking software and found that the number of people using ad blockers had gone up from 28% to 38% in just the last 3 months of 2015, a huge increase.
This seems to have been driven by an increase in the number of people blocking ads on their smartphones. Ad blocking on smartphones is particularly prevalent amongst male mobile users and those aged 16 to 34, with both these demographics showing mobile ad blocking rates of over 40%.Â
