Ad blocking jumps 10% in Q4 2015
New figures out this week show that ad blocking is turning into an even bigger problem for publishers and advertisers.
Although the number of ad-blocking users had previously remained fairly static, since the arrival of ad blockers on iOS devices last year – and the subsequent media storm providing free publicity to their availability – there has been a 10% rise (to 38%) in ad-blocking on desktop PCs.
A further 37% of mobile users have also used ad blockers in the last month, while only 21% of those surveyed said that they have no interest in using an ad blocker in future – signalling a likely rise over the next quarter.
The figures come from GlobalWebIndex, which also notes that it is younger consumers who are at the forefront of the trend – with over 40% of mobile users aged 16-34 saying they have blocked ads during the last month. Figures then fall with each successive age group, reaching 20% among 55-64s.
“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,” said Jason Mander, director, research and insight, GlobalWebIndex.
“But the arrival of ad-blocking on mobile has also been encouraging people to adopt this approach across all of their devices. 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.
“Among 55-64s, for example, just 20% might be blocking ads currently but a further 51% express interest in doing it. That means mobile ad-blocking has to be considered a truly cross-demographic behaviour.”
Despite the alarming findings, the IAB’s most recent figures – dated November 2015 – are less severe and claim just 18% of British adults online are currently using ad-blocking software.
In that study, the most common reason people would be less likely to block ads is if they didn’t interfere with what they were doing (cited by 48%) followed by having fewer ads on a page (36%).
“This is why it’s so important that we work with our members and other IAB’s across the globe to launch the LEAN advertising principles and improve people’s experience of digital advertising,” said IAB’s chief strategy officer, Tim Elkington.
In accordance with LEAN, all advertisers must abide by guidelines that ensure ads are ‘light’ (in terms of file size), encrypted, support Ad Choices, and are non-invasive/disruptive.
Other solutions to the problem include a publisher fightback – with the likes of City A.M. hiding its content from those running the software with an explanation in place explaining how journalism is funded – or the use of new technologies, such as a ‘freewall’, that hides content until an ad has been engaged with.