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Adobe Study Finds 198 million adblocking users, growing 47% YOY; Advertising to lose $21bn in 2015

10 Aug

adblock

An Adobe/Page Fair report, says that 16% of the US online population blocked ads in Q2, 2015  and that ad block usage grew 48% during the past year. Chrome, with its ease installing extensions, and with Chrome’s growth as the browser of choice have made it the major blocker of ads.

In the mobile space, Firefox and Chrome are responsible for 93% of mobile ad blocking.

400 non-blocking ad users were asked what would make them change their mind (I’m shocked that, “I didn’t know I could!” wasn’t the top answer):

  • Misuse of personal information was the primary reason to enable ad blocking
  • An increase in the number of ads was more important among millennials
  • 1 in 4 respondents aged 35-49 do not have any desire to ever use ad blocking so”ware.

I use Chrome with Adblocker Plus as well as a noscript extension to limit ads. For those sites that responsibly show ads and act as a resource for me, I try and be a good user and white list them. The problem with adblocking isn’t that it exists, it’s that so many websites are reckless and irresponsible with display advertising. Until that changes, the percentages of ads being blocked can’t help but to increase.

How do you handle display ads? Is your professional attitude different than your private behaviors? Would love to hear from you.

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