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BizReport : Advertising archives : November 16, 2015

Latest IAB UK figures show small rise in ad blocking

New figures released by the Internet Advertising Bureau in the UK reveals a rise in the behavior with propensity to block ads decreasing with age.

by Helen Leggatt

The IAB UK's latest Ad Blocking Report, conducted online by YouGov, shows that the number of adults blocking ads online has risen to 18% today from 15% in June 2015.

Ad blocking was found to be more prevalent among men (23%) than women (13%) and was mostly done on laptops (71%) and desktop computers (47%).

Also of interest is that the propensity to block ads decreases with age. While 35% of 18-24 year olds block ads, that figure drops to 13% among those age 55 and over. These figures align with those recently presented by Global Web Index that show more than a third of younger Internet users (16-24) are blocking ads compared to 17% of those age 55 and over.

However, as per previous research, ad blockers don't necessarily want to block all ads. Less than six in 10 (57%) who have ever downloaded ad blocking software said their main motivation was to block all ads. Furthermore, 20% said the main reason was to block certain types of ads or ads from certain websites. A third (36%) said they would be less likely to use ad blocking programs if there were fewer ads on a page and almost half (48%) said the same if ads didn't interfere with their online browsing experience.

According to Guy Phillipson, the IAB UK's chief executive, while "the small rise in people blocking ads is not unexpected" it does provide "perspective on the situation for those referring to an 'adblockalypse'".

"More importantly," says Phillipson, "it also provides a clear message to the industry - a less invasive, lighter ad experience is absolutely vital to address the main cause of ad blocking."

Image via Shutterstock

Tags: adblocking, advertising, research, UK

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