The Latest Insights from International Online Marketing
13 August 2015.
A study by Adobe and PageFair has revealed that the use of ad-blocking software is on the increase worldwide.
Ad-blocking software, such as the popular Ad Block Plus plug-in, 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 found a staggering 41% increase in ad blocking software installations over the last year, with around a third of internet users worldwide now using ad blockers.
Ad blocking software is especially popular in Europe, where 77 million people have installed the software. It is also rising in popularity in the US, where 45 million people use it.
The findings have caused concern amongst advertisers and publishers, who rely heavily on ads for their income.
The majority of ad blocking software only works on desktop browsers. However, with an increasing number of people accessing the internet primarily from their mobile devices, ad blockers are developing software for use on smartphones.
PageFair predicts that when these mobile-based ad blockers become available, there will be a huge increase in ad blocking software installations.