The number of users of ad blockers on smartphones has grown over the last year by 90 percent


    Worldwide ad blocker usage graph

    The number of owners of smartphones using ad blocking software has increased by 90% over the last year , according to a recent report by PageFair . In total, advertising on smartphones blocks almost 420 million users worldwide. According to statistics - this is every fifth mobile device on the planet.

    The residents of the Asia-Pacific region are most actively blocking advertising - blockers are installed on 36% of devices. The numbers are going wild in India and Indonesia: there, adblock applications use two thirds of all smartphone owners. China is next, blockers are installed on 159 million devices.

    Surprisingly, blockers are less popular in developed countries: only 14 million people use them in Europe, and about 4.3 million in North America, that is, only 2% of users.

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    At the same time, the following statistics are curious: browser blockers of advertising are three times more popular in Europe than in North America (27.4 smartphones per 1000), while Americans prefer in-app blockers (installed on 8.8 smartphones / 1000 vs. 2.7 in Europe).

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    In PageFair came to the conclusion that the growth of the popularity of ad blockers began after Apple announced the creation of a “blocker out of the box” for Safari running iOS 9. Since then, browsers such as Opera and Mozilla have presented their own “box solutions”. Supporters of adblock applications argue that the user must have the choice to see aggressive advertising or not. At the same time, their opponents, primarily publishers, say that the mass distribution of adblock threatens to undermine their business model. According to the previous report, adblock solutions caused damage totaling $ 21.8 billion in 2015 alone.

    “Blocking mobile advertising is a serious threat, primarily for the media, journalism and in emerging markets, where people use relatively expensive and / or slow Internet,” the report said. "And the number of blocker users in Western countries will only grow, as already many manufacturers of mobile phones and browsers include them in the basic software package."
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