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Published: March 01, 2016
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Ad blocking continues to gain ground as more consumers discover how easy it is to install a browser plug-in that eliminates the ads they consider most intrusive—video pre-rolls, displays, interstitials, page takeovers, etc. The consensus is that ad blocking is a headache for all who depend on ad-supported digital media.
"The use of ad blockers was up substantially on a global basis in 2015, with at least one source measuring the biggest jump in Q4."
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Internet Users Worldwide Who Have Blocked an Ad, Q1-Q4 2015 (% of respondents)
Internet Users Worldwide Who Use Ad Blocking Software, by Region, Q2 2015 (% of respondents)
Desktop Ad Blocking Rates in Select Countries in North America and Western Europe, June 2015 (% of total visitors)
Ad Blocking Software User Share in the EU-5, June 2015 (% of internet users)
Active Installs of Ad-Blocking Software Worldwide, 2010-2015 (millions)
Why Do People Block Ads?
Reasons that Internet Users in Select Countries Would Use Ad-Blocking Software, July 2015 (% of respondents)
Video Ad Blocking
Share of Time Spent Viewing Ad-Blocked Desktop Video Content in Select Countries, April-June 2015 (% of total time spent viewing desktop video content)
Mobile Ad Blocking
Mobile Ad Blocking Rates in Select Countries, July 2015 (% of total page views)
Demographic Profile of Internet Users Worldwide Who Use Ad-Blocking Software, Q2 2015 (% of respondents in each group)
YouTube Users Worldwide Who Use Ad-Blocking Software, by Age, Q3 2015 (% of respondents in each group)
Desktop Ad Blocking Rates in Select Countries in North America and Western Europe, by Age, June 2015 (% of total visitors in each group)
Ad Blocking and Gaming
Ad Blocking Rates Worldwide, by Website Category, Q2 2015 (% of total of visitors to pages in each category)
Publishers in Europe and the US that Measure Ad Blocking Rates, Q4 2015 (% of respondents)
US Publishing Industry Professionals Whose Company Has a Strategy for Dealing with Ad Blockers, Oct 2015 (% of respondents)
US Publishing Professionals* Who Have Used a Third-Party Service to Assist with Ad Blockers, Sep 2015 (% of respondents)
Largest Problem Facing Their Overall Digital Ad Sales Business According to US Publishers, Sep 2015 (% of respondents)
Effect of Ad-Blocking Software on Digital Ad Spending According to US Ad Agency Professionals, May 2015 (% of respondents)
Level of Concern About Ad-Blocking Software According to US Ad Agency Professionals, May 2015 (% of respondents)
Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 2015 (% of respondents)
Platforms with Which Publishers in Europe and the US Are Likely to Partner to Publish Content, Q4 2015 (% of respondents)
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