August 10, 2015
Ad blocker use is on the rise — and that is not good news for online publishers.
In fact, software created to block digital ads will cost online marketers across the globe nearly $22 billion in advertising revenue this year, a new study from Adobe and software company PageFair has revealed.
The study found that there were 45 million active users in the U.S. use ad-blocking software as of June — that’s up a whopping 48 percent from June of 2014. That makes up about 15 percent of people who are online in the U.S. Some of the key findings from the study include:
- Globally, the number of people using ad blocking software grew by 41 percent year over year.
- Sixteen percent of the U.S. online population blocked ads during the second quarter of 2015.
- Ad block usage in the United States grew 48 percent during the past year, increasing to 45 million monthly active users in the second quarter of 2015.
- Ad block usage in Europe grew by 35 percent during the past year, increasing to 77 million monthly active users in the last quarter.
- With the ability to block ads becoming an option on the new iOS 9, mobile is starting to get into the ad blocking game. Currently Firefox and Chrome lead the mobile space with a 93 percent share of mobile ad blocking.