Management / 5 statistics about ad blockers and the people who use them

5 statistics about ad blockers and the people who use them

Ad blockers are a hot topic in the online world. Users turn to them when ads become overwhelming or intrusive, but publishers reliant on advertisers' money have fought back, with some even barring ad blocker users from accessing their sites.

A new report from the Internet Advertising Bureau that gives greater insight into Britons’ attitudes to the practice was published today. Here are five of the key facts.

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1. 18 per cent of British adults use ad blockers
That’s up from 15 per cent of web users in the UK back in early June, according to the report from the Internet Advertising Bureau and YouGov.


2. Their use is more prevalent among men and young people
23 per cent of men use ad blockers, compared to 13 per cent of women. 35 per cent of those aged between 18 and 24 use them, compared to 13 per cent of people over 55 years old.


3. 40 per cent of their users don’t want to block all ads
Just 57 per cent of ad blocker users said their main motivation was to block all ads – 20 per cent wanted to block certain types, or ads from certain websites.


4. Less interference and fewer ads make blocking less likely
Nearly half of users say they would be less likely to block ads if they didn’t interfere with they they are doing, while more relevant ads would have the same effect for 14 per cent.


5. The majority of users still want free content with ads
All is not lost for advertisers and publishers, as 61 per cent of British adults would prefer to access ad-supported content for free rather than paying for access.


For more on the survey, see the Internet Advertising Bureau’s website.


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