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Ad Blocking Stats Revamp: 10 Million Less than Original 2017 ForecastResearchers and analysts continue to have their eyes on ad blocking, seen as a boon by some consumers, but a dangerous trend by most marketers.

Turns out there is some good news in a recent revision by eMarketer, which has scaled back its prior estimate of ad blocking users in the U.S. for 2017.

The original estimate was that ad blocking would grow to include 86 million people in 2017, but now the number has been cut back to 75.1 million. Even with the reduction, about a quarter (27.5 percent) of U.S. internet users could be expected to employ ad blockers this year — a growth rate in ad blocking of 16.2 percent.

A single ad blocker is defined as any internet user who accesses the web at least once per month via any device (including mobile) who enables an ad blocker. Ad blocking remains more common among desktop/laptop users than smartphone users.

“For smartphones, the incidence of ad blocking remains relatively low, at less than 8 percent,” notes eMarketer. “That’s partly because mobile ad blockers are often not as effective—especially within apps—as they are on desktops and laptops.”

Who employs ad blockers? Younger people. Estimates suggests 41.1 percent of millennials will use ad blockers this year, while Gen X internet users employ them less (26.9 percent). Baby boomers bring up the rear with an ad blocking rate of 13.9 percent.

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