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Published: March 07, 2017
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Ad blocking has grown beyond a mere niche phenomenon. eMarketer estimates that about one-quarter of US internet users were employing ad blockers as of the end of 2016. But the practice remains skewed toward desktop/laptop computers and is less common on smartphones.
"As ad blocking grows, the saving grace for advertisers is that it remains less common on mobile devices, where blocking technology is less effective than it is on PCs. This year, 28.2% of desktop/laptop internet users will use ad blockers, vs. 11.8% of smartphone users."
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US Ad Blocking Penetration, by Device, 2014-2018 (% of smartphone users and % of desktop/laptop internet users)
US Ad Blocking User Penetration, 2014-2018 (% of internet users)
US Ad Blocking User Growth, 2014-2018 (% change)
US Ad Blocking User Share, Desktop/Laptop vs. Smartphone, 2014-2018 (% of total)
US Ad Blocking User Growth, by Device, 2014-2018 (% change)
US Ad Blocking User Share, by Gender, 2014-2018 (% of total)
US Ad Blocking User Penetration, by Age, 2014-2018 (% of internet users)
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