Tune, the mobile marketing company, has just released new research that may not be great news for mobile advertisers. According to data from 4,000 American and European consumers, the use of mobile ad blockers has more than tripled in less than three months. By 2017, 80% of mobile users could be installing ad block technology if nothing changes.
Ad block app downloads have tripled over just three months
Whilst Apple opened the door with the introduction of ad blocking as part of iOS9 (and perhaps driven by much media attention on the topic), there are now 33+ ad blocking apps on the iOS App Store. Google initially banned some apps from its Play store, but then quickly reinstated them. In the meantime, consumer interest in ad blocking has grown rapidly.
Consumers are more interested in ad blockers
Earlier this year, Tune asked almost 4,000 smartphone owners if they had an ad blocker installed on their devices, with a quarter saying they had. That’s a jump of almost 8% from November, December and January, compared to the previous four to six months.
24.6% of US and UK smartphone owners now use mobile ad blockers
Publishers have been particularly disturbed by the recent rise as many of them rely on advertising as a means of funding. Advertisers and marketers are also affected, since they provide publishers with ad products.
Not all hope is lost. Ad blocking on mobile still only concerns the mobile web and does not affect apps, where users spend the majority of their time.
However, the industry needs to pay attention to consumer behaviours in order to tackle further growth in this area. And with 70% of mobile users now interested in blocking mobile ads in the future, decision makers better move fast.
March 9, 2016