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BizReport : Advertising : June 22, 2016

2017 will see nearly 87 million U.S. web users avoiding ads

A new report from eMarketer reveals uncomfortable news for publishers already feeling the pinch from ad blockers. Numbers are due to swell in the U.S in the coming year on both desktop, laptop, and mobile.

by Helen Leggatt

The number of people in the U.S. using ad blockers is set to rise to 69.8 million this year - that's more than a quarter of the country's web users (26.3%), up from 20% last year. And, says eMarketer, next year will see even more people avoiding ads online, rising to 32%, or nearly 87 million, of U.S. web users.

Those blocking ads will mainly do so on their desktop and laptop computers - 23.8% - but more and more people are blocking ads across all their devices. In 2016, 7.8% will have an ad blocker installed on their smartphone but this, says eMarketer, will rise to 11% next year.


"Ad blocking is more common on desktops and laptops because screen sizes are large enough to accommodate multiple ads. This includes videos that might be out of view but still audible, which are especially annoying to users," said eMarketer senior analyst Paul Verna. "Also, ad blockers typically don't work on apps, where users spend most of their mobile Internet time."

eMarketer's findings should, says Verna, drive marketers, agencies, and publishers to focus on delivering "compelling ad experiences that consumers won't want to block".

Tags: ad blocking, advertising, publishing trends, research

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