The Interactive Advertising Bureau (IAB) has recently released a new report that looks at the behavior of users, specifically in regards to ad blocking. In the report it was found that just 15% of mobile users are blocking ads, but when it comes to desktop users, that number jumps to 26%.
There are other interesting factors in the study, such as the fact that 32% of the ad blockers on both mobile and desktop are male between the ages of 18 and 34, while just 22% are female of that age group.
There is also a section in the study that looks at why people use ad blocking for a while, then stop. 20% of those who stopped using ad blockers said that they did it because the ad blockers sometimes would block out a publisher’s content. Even if this only happens rarely, it can be a major annoyance for many users.
Of those who said that they don’t currently use an ad blocking system, about 17% said they were ‘at risk’ of beginning to use this type of software. This is, at least in my eyes, a smaller number than I would have expected.
Overall the report was quite interesting and gave a lot more depth to the current trends in ad blocking.
Anyone who uses digital ads would be wise to look through the report.
You can get the report HERE.
