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The number of active ad-blocking software users rose 41% year-on-year to 198.3m at end-June 2015, according to research from PageFair and Adobe. This translated into $10.7bn in unrealised ad revenue last year, rising to $20.3bn in 2016. Users of gaming websites are most likely to block ads – 26.5% did so last year – followed by 19.1% of social networkers. In the US, the world's largest ad market, 16% of the online population use ad-blocking software, though adoption varies between states. Separate research from the IAB finds that 54% of all UK ad-block users would consider switching off their software if a publisher requested them to, rising to a share of 73% among 18–24-year-olds.
US, Ad Blocking Software Use by State, 2015
% share of internet users.