Who are the ad blockers and why are they blocking?

According to Global Web Index‘s latest infographic depicting the use of ad blocking across the globe, at least a quarter of Internet users in all regions block ads, rising to 30% in Europe. The ad blocking trend is being led by younger Internet users and men.

Furthermore, those who block ads are also those who spend the most time online daily and over-index for concerns about how their personal data is being used by businesses. It could be assumed, therefore, that part of their motivation for blocking ads is to do away with unwanted interruptions and to shield themselves from being targeted by advertisers online.

However, the notion that ad blockers do not want to see any ads at all may not be entirely accurate. According to a survey by YouGov among more than 2,000 adults, conducted for the Internet Advertising Bureau (UK), of those that block ads only 52% want to block all ads. The remainder simply want to block certain types of ads or ads on particular websites. Seventy-three percent said that the ads they are most likely to want to block are those that are disruptive to their browsing experience. More than half (53%) block ads because they find the design and format – such as bright colours and pop-ups – annoying, while 46% block ads because they just aren’t relevant.

Jeremy Arditi, SVP International Sales at ad agency Teads believes that the ad industry needs to step up to the mark to discourage ad blocking and keep Internet content free.

“We need to get better at engaging, not better at interrupting,” said Arditi. “That means introducing new formats which consumers find less invasive, more creative ads that are better placed, and giving consumers a degree of choice and control.”