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BizReport : Advertising : March 04, 2016

Ad blockers willing to turn off software to access content when asked

That latest Internet Advertising Bureau (UK) figures show that the number of people using ad blockers continues to rise. However, more than half are willing to turn them off to access content they want.

by Helen Leggatt

The number of British adults using ad blockers has risen from 18% to 22%, according to the latest figures from the IAB (UK) Ad Blocking Report. The highest levels of ad blocking use are among 18--24 year olds (47%) and lowest among those age between 45 and 54 (16%).

Of those who use ad blocking software, almost two-thirds (64%) have encountered websites asking them to turn off their ad blocker to view content. More than half (54%) said that if it was the only way to view the content they would turn off their ad blocker, rising to 73% among 18-24 year olds. In fact, 20% of people who have downloaded ad blocking software no longer use it. The main reason for this is switching to a new device but the second most-popular reason is not being able to access content they want.


"Part of the solution to tackle ad blocking lies in making consumers more aware of the consequences, which seems like it's starting to filter throughs," aid IAB UK's CEO, Guy Phillipson. "If they realise it means they can't access content or that to do so requires paying for it, then they might stop using ad blockers. It requires reinforcing this "trade-off" message - ads help to fund the content they enjoy for free."

Earlier this year, content platform Sourcepoint released data that suggested publishers are already seeing between 10% to 30% of visitors using ad blockers and 4% believe that, by 2018, 70% of visitors will do so.

The data also found that, in the U.K., nearly two-thirds of publishers favor messaging consumers direct when ad blockers are detected and asking them to turn off their ad blocker. this tactic, as the IAB's data suggests, appears to be working.

Image via Shutterstock

Tags: ad blocking, publishers, research

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