Despite global growth, Australia is seeing a decline in ad blocker usage. A survey conducted by IAB Australia found that between October 2016 and the middle of 2017, ad blocking decreased in the country from 27% to 25% of internet users. This trend was reinforced by data showing that the amount of people who had used the software in the past was growing, from 14% to 17% in the same time period. According to respondents, the main reason for dropping ad blocking software was a desire to access content. When asked, 28% of ad blocker users said that they stopped using ad blockers because they sometimes stopped users from seeing useful content. However, efforts by publishers themselves to decrease the technology’s use was having little effect, with just over 20% saying they were in any way influenced by publishers’ methods.