Tired of Being 'Bombarded,' US Internet Users Turn to Ad Blockers - eMarketer

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Tired of Being 'Bombarded,' US Internet Users Turn to Ad Blockers

Ad blocking is expected to grow by double digits this year

September 13, 2016

US internet users are not very fond of ads, and many are installing ad blockers to get an improved—and uninterrupted—browsing experience. According to May 2016 research, internet users download ad blockers for a variety of reasons, including the fact that they’re simply tired of being bombarded by ads.

Reasons that US Internet Users Would Use Ad Blockers, May 2016 (% of respondents)

In fact, 40% of internet users cited this very reason in a survey from marketing agency Omnicom Media Group. Slightly more respondents (45%) said they would use ad blockers because they don’t want to deal with pop-up ads. Interestingly, 44% said they associated ad blockers with blocking pop-up ads.

Ad blocking is expected to grow by double digits this year and next, according to eMarketer. Indeed, this year, 69.8 million Americans will use an ad blocker, a jump of 34.4% over last year.

Ad blocking is more common on desktops and laptops than on smartphones. In 2016, 63.2 million people will use an ad blocker on their desktop or laptop PC, vs. 20.7 million who will use one on their smartphone. In fact, 90.5% of ad blocking users will block ads on desktops and laptops, while just 29.7% will do so on smartphones. (There is overlap among the groups.)

US Internet Users Who Use Ad Blockers, June 2016 (% of respondents)

Similar data from Omnicom Media group, June 2016 research from the Interactive Advertising Bureau (IAB) also found that internet users are using ad blockers because they’re annoyed by ads that block content. Although a majority of respondents said they do not use an ad blocker and don’t plan to in the next six months—in contrast—another 26% said they do have ad blocker on their desktop or laptop. Furthermore, 17% said that while they didn’t have an ad blocker when polled, they planned to in the next few months.

Test Your Cross-Platform Attribution Know-How

More than eight in 10 US senior-level agency and marketing professionals polled said they were interested in learning more about multichannel attribution in 2016.


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