skip to main content
  • *
  • *
  • *
Find Insight DIY on
* * *

Digital Retail News

Survey shows one in seven adults use ad-blocking software

Stop signs

Almost one in seven British adults are using ad blocking software according to the Internet Advertising Bureau UK.

The most common reason for blocking online ads is because they are interruptive (73%) and annoying (55%) according to the IAB’s Ad Blocking report conducted by YouGov.

Men (22%) are currently more than twice as likely to block ads as women (9%). It’s most prevalent among 18- to 24-year-olds (34%) and 25- to 34-year-olds (19%). Regionally, people in the North and Scotland (both 19%) are the most likely to be doing so.

But only just over half (52%) of those who’ve used the software said their main motivation was to block all ads; 12% said it was to block certain types of ads and 11% said it was to block ads from certain websites.

Among those currently using ad blocking software, 80% are doing so on laptops, 46% on desktop PCs. Less than one in five (19%) is blocking ads on tablets or mobiles.

IAB’s CEO, Guy Phillipson said: “When it comes to a free and an ad-free internet, a lot of consumers want to have their cake and eat it. However, those unaware that most online services are free – or cost very little – because sites make money from showing visitors ads, could be in for a shock if websites start charging for access because ad blocking reduces their revenue from advertising.

“The bottom line is that if the web didn’t have ads, most sites could only exist by charging subscriptions.”

YouGov’s total sample size was 2057 adults, the survey was conducted online between 9-10thJune 2015. The figures have been weighted and are representative of all GB adults (aged 18+).

Source : Jane Bainbridge - Research Live

02 July 2015

Related News

view more Digital Retail News

Insight provides a host of information I need on many of our company’s largest customers. I use this information regularly with my team, both at a local level as well as with our other international operations. It’s extremely useful when sharing market intelligence information with our corporate office.

Paul Boyce - European CEO, QEP Ltd.

Don't miss out on all the latest, breaking news from the DIY industry