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BizReport : Advertising archives : September 15, 2014

PageFair: Adblocking Goes Mainstream

A new report from adblock solutions provider PageFair reveals a significant increase in installed adblock software in the past year, claiming the practise has gone mainstream.

by Helen Leggatt

In their joint report with Adobe, PageFair found that 27.6% of Internet users in the U.S. claim to use adblock software to prevent seeing advertisements when browsing. That, they say, is a 69% increase in the past 12 months, now accounting for 144 million adblock users.

Furthermore, PageFair claims growth has been driven by Google Chrome, on which adblock penetration nearly doubled between June 2013 and June 2014.

Adblocking is broadly defined as the installation of a browser plug-in that automatically detects and prevents ads from loading. Many users see this as de-cluttering their Internet experience however websites that suffer from high rates of adblocking are losing out on revenue.

According to the report, 'Adblocking Goes Mainstream', the highest rates of adblock use can be found among users aged between 18 and 20 (41%), however, "adblocking has now crossed the chasm from early adopters and tech enthusiasts and into the mainstream audience".

"The numbers clearly show that digital natives are rejecting aggressive advertising by installing adblock software in record numbers," said PageFair CEO Sean Blanchfield. "The only sustainable response is to listen to these users and offer a cleaner advertising experience."

Image via Shutterstock

Tags: adblock, advertising, publishing, trends

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