Twitter has enabled ad blocking within its iOS app. The update means that if a user opens a webpage through the Twitter app, adverts on that site will be blocked using ad blocking software that is built into Safari browsers on Apple devices. Analyst Nicole Perrin said that whilst this particular move could have “little effect” on advertisers, “the issue of rising mobile ad blocking is something advertisers should be concerned about”. The use of ad blocking software is on the rise around the world. In the US, it is expected to rise from 20% to nearly 22% on desktop devices between now and 2018, whilst also seeing an increase from 7.9% to 9.6% on mobile in the same time period. All in all, it is expected that over 75 million people in the US will use ad blocking software this year.