US Ad Blocking to Jump by Double Digits This Year - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

US Ad Blocking to Jump by Double Digits This Year

More than 25% of internet users will block ads this year

June 21, 2016 | Advertising & Marketing

Ad blocking in the US will continue to cause headwinds for online advertisers, as the phenomenon is expected to grow by double digits this year and next. In 2016, 69.8 million Americans will use an ad blocker, a jump of 34.4% over last year. Next year, that figure will grow another 24.0% to 86.6 million people.

US Ad Blocking Users and Penetration, 2014-2017

eMarketer defines an ad blocking user as an internet user who accesses the internet at least once a month via any device that has an ad blocker enabled. This year in the US, 26.3% of internet users—more than one in five people in general—will use an ad blocker.

“Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue,” said eMarketer senior analyst Paul Verna. “The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block.”

Ad blocking is more common on desktops and laptops than on smartphones. This year, 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 Ad Blocking Users and Penetration, by Device, 2014-2017

“Ad blocking is more common on desktops and laptops because screen sizes are large enough to accommodate multiple ads. This includes videos that might be out of view but still audible, which are especially annoying to users,” said Verna. “Also, ad blockers typically don’t work on apps, where users spend most of their mobile internet time.”

As the use of mobile devices grows, so too will the use of mobile ad blockers. The number of people using smartphone ad blockers will jump 62.3% this year, while the number of PC-based ad blocking users will grow 30.1%.

The definitive research source for marketing in a digital world

eMarketer benchmarks and forecasts are developed employing a research process unlike any other in the industry.

Watch this video that highlights how we put together data and insights.

TRENDING REPORTS

$89500

BUY

$1,12500

BUY

$89500

BUY

$1,99500

BUY
  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »