As online advertising continues to grow, it was only fair that the prevalence of ad blocking software and extensions would do so as well.
The internet has seemingly reached the point where advertising has become intrusive and annoying – there’s an ad before each YouTube video, next to every news article and in-between our social media posts – so more and more users seek relief from ad blockers.
According to new data revealed by Adobe and Pagefair, the software designed to block ads have become so popular that they have a real impact on the ad industry. Pre-roll ads in YouTube videos are one of the main reasons why users feel overwhelmed with advertising, closely followed by ads in Twitter feeds – which 40 percent of users prefer to silence.
Thanks to Adobe’s data, it’s easier to observe the overall reach of ad blockers, which saw a spike between 2014’s second quarter and 2015’s second quarter. Prevalence of ad blocking grew with 41 percent during this timeframe, and the report also shows us that in 2015 alone ad blocking has depleted the ad industry of $21.8 billion.
Moreover, 16 percent of all U.S. users are using a form or another of ad blockers, while ad blocking extension usage on a global level has nearly quadrupled since January 2013, reaching w whopping number of 198 million users.
Ad blocking technology has gained even higher followship in European countries; in Poland and Greece, for example, 34.9 and 36.7 percent of internet users, respectively, are part of advancing the prevalence of ad blocker extensions.
The effects on the ad market don’t look to good for the business. Even though only 6 percent of internet users use ad blockers worldwide, they manage to intercept the equivalent of 14 percent of global ad spending.
Sites focused on social networking, gaming and tech are usually the ones with users most prone to make use of ad blockers, suggesting that young male and tech savvy demographics are more likely to get rid of ads.
In spite of the fact that a mere 2 percent of ad-blocking currently takes place on browsers on mobile, the mobile revolution is bound to bring with it a significant spike in coming years. The ad industry won’t have to wait for long though, as both Firefox and Safari have already provided ad blocking software for mobile, and the upcoming iOS9 will also integrate it.
The main reason why users choose to seek ad blocking technology, is the feeling that advertisers and websites alike have too great a power over personal information. Second largest concern is the overwhelming increase in the volume advertisements, which can oftentimes be to attention-grabbing and clutter the screen.
Image Source: Amber Green