Ad blocking is still very much a thing — not just in the U.S., but around the world.
Confirmation comes from a fresh report from PageFair that purports 615 million global devices now feature ad blocking tech. PageFair is a global authority on ad blocking and an industry leader in publisher adblock solutions. Its free adblock analytics tool is used by thousands of publishers.
“This represents year-over-year global growth of 30 percent,” according to this week’s report. “Mobile adblock usage grew by 108 million, reaching a total of 380 million active devices. Despite ever smaller numbers of people using desktop and laptop computers, adblock usage on these platforms grew by 34 million to reach 236 million active devices.”
The PageFair report — “The State of the Blocked Web” — includes new empirical global, regional, and national data on adblock usage. The first unified data available for both mobile and desktop adblock usage, the report notes that the “blocked web”—the part of the web where users block ads—has grown to 11 percent of the global online population.
“The continued growth of the blocked web is a serious challenge to the digital media industry, but it is also a singular opportunity to start over, avoid the mistakes of the past, and serve ads that don’t annoy users,” said PageFair CEO Sean Blanchfield.
Another feature of the report? It includes insights about both the demographics and motivations of adblock users which researchers gleaned from a survey of more than 1,000 adblock users in the U.S.
“Serving tamper-proof and non-interruptive ads is preferable to turning users away from websites,” said Blanchfield. “We are heartened to see hundreds of websites follow Facebook’s lead by first listening to users and fixing problems before serving ads.”