More than a quarter of U.S. Internet users are likely to use ad-blocking technology this year, a 6% increase from a year ago, a new study says. And, it’ll be worse next year, with forecasts expecting nearly a third (32%) of Internet users to use ad blockers.
eMarketer reports that nearly 87 million Americans will block ads in 2017, up frpom just less than 70 million this year and 52 million a year ago.
“Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue,” said eMarketer senior analyst Paul Verna. “The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block.”
Ad blocking remains more common on desktops and laptops than on smartphones, eMarketer said, with just 20.7 million smartphones having ad-blocking technology turned on.
Part of that is due to the size of mobile device screens, but the larger reason is that mobile users watch most of their video on apps, where ad blockers generally don’t work .
But, eMarketer forecasts, as mobile video consumption continues to grow, so will the use of mobile ad blockers.
Smartphone ad blocking is expected to increase to 7.8% of mobile Internet users this year from 4.9% a year ago. That number is expected to hit 11% in 2017.
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