IAB UK REVEALS LATEST AD BLOCKING LEVELS
- Small rise from 15% to 18%, propensity to block decreases with age
- 40%’s main motivation isn’t to block all ads
- Less interference and fewer ads are main ways to stem ad blocking
London, 11 November 2015: The latest wave of the Internet Advertising Bureau UK’s Ad
Blocking Report, conducted online by YouGov, reveals that 18% of British
adults online are currently using ad blocking software. This is a rise from 15%
in early June.
Ad blocking is more prevalent among men surveyed (23%) than women (13%) and the propensity to block ads decreases with age – from 35% of 18-24 year olds to 13% of people 55+.
40%’s main motivation isn’t to block all ads
However, less than six in 10 (57%) people who’ve ever downloaded the software said their main motivation was to block all ads; 20% said the main reason was to block certain types of ads or ads from certain websites.