The Spread of Mobile Ad-Blocking in Mature Markets

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Katie Young / February 13, 2018

Today, this week’s chart series continues by exploring mobile ad-blocking. With a range of ad-blocking tools now available across different OS and browsers, mobile ad-blockers have become a key asset for the ‘internet-savvy’.

For the most part, however, while it has remained strong in APAC, mobile ad-blocking still lags notably behind desktop across Europe and North America. If we take the U.S. as an example, there’s almost twice as many internet users blocking ads on desktop as there are on mobile.

Awareness is a key dependency here, as is the need to download an ad-blocker extension on a mobile browser or a new browser entirely. There’s certainly a demand for a more user-friendly browsing experience though; when current ad-blockers are asked about why they use these tools, it’s ad-frustration which arises as the core motivation across all the regions.

Growing awareness of mobile ad-blocking capabilities, and greater availability of these tools, could see these levels increasing, particularly with time spent online on mobiles increasing in Western mature markets each year.