According to research from GlobalWebIndex, ad blockers have seen a significant lift among mobile users. 37% of smartphone owners said they had blocked ads within the last month. Another 42% of those who had not yet used ad blockers were interested in doing so, leaving just 21% of respondents not interested in ad blocking at all.
Almost 80% of mobile users could be blocking ads
The findings are significant, given that mobile ad-blocking is a relatively new challenge for mobile marketers. Only since Apple’s announcement to feature ad-blocking capabilities as part of its iOS9 roll-out in Q3 2015, have mobile ad-block apps experienced a significant boost in downloads. Boasting faster page load speeds and longer battery lives, users have been keen to jump onto the ad-block wagon.
The younger generation is at the forefront of the trend, with 41% of 16-24 year-olds and 42% of 25-34 year-olds having blocked ads over the past month. When it comes to gender, men have a small lead over women.
Young males dominate ad blocking growth
Jason Mander, Research and Insight Director, GlobalWebIndex explains:
“Arguably the most striking aspect of this data is the huge potential for ad-blocking to continue growing. Across every single age and gender break, it’s at least 70% who say they’re either blocking ads already or are interested in doing so in the future. […] A number of factors have combined to cause this rise, from the almost-constant media coverage enjoyed by the subject to the proliferation of free and easily available tools. But the arrival of ad-blocking on mobile has also been encouraging people to adopt this approach across all of their devices.”