IAB UK reveals the latest ad blocking levels ... November 2015

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.