There were 616m devices blocking ads in 2017

An overview of ad blocking by device between 2010-2017.

There were 616m devices blocking ads in January 2017, up 25.5% from 491m in 2016, according to data from PageFair and Adobe.

Data show that the majority – 61.7% – of ad blocking takes place on mobile devices. Approximately 380m mobile devices had an adblocker installed in January 2017, up by 38.2% from the previous year. Adoption on desktop devices is also rising, though the 9.3% growth (to 236m) in January 2017 represents a slowdown from the 19.3% rise in 2016 and 49.6% rise in 2015.

Over the long term, the number of devices deploying ad blocking software has grown...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands