August 11, 2015 at 01:33Why do people install ad blockers
Ad blockers have long been a headache for online publishers. However, the popularity of such browser extensions is growing at an insane pace. This topic is covered in the analytical report “ 2015 Ad Blocking Report ” from PageFair and Adobe. According to audience measurements, there are now 198 million users worldwide who have an ad blocker installed in their browser.
According to expert estimates, the damage to online publishers in 2015 will amount to $ 21.8 billion. This is 14% of the global online advertising market.
It will only get worse. In 2016, the cost of blocked advertising may be $ 41.4 billion!
Over the past year, the popularity of "anti-advertising" software worldwide has grown by 41%. In the UK, growth was 82%, in the US - 48%. It turns out that 45 million people in the USA and 77 million in Europe completely fall out of the audience of advertising consumers.
If you look at the statistics by country, then ad blockers are most popular in Greece and Poland, where 36.7% and 34.9% of users use them, respectively.
For comparison, in Russia the proportion of users with blockers is 6%, in Belarus - 8%, Ukraine - 12%, Kazakhstan - 3%.
Blockers even penetrated mobile devices. For example, they are installed in 16% of users of the mobile version of Firefox for Android. In general, of the total volume of ads blocked from mobile devices, Firefox browser accounts for 40%, and another 53% - to the share of Chrome. The authors of the study note that in some alternative smartphones browsers, ad blocking is enabled by default.
Experts fear that a dramatic increase in the volume of blocked ads from mobile devices will occur with the release of iOS 9. Soon, mobile Safari may catch up with the mobile version of Firefox in terms of “harmfulness” for the media industry.
Another interesting fact. Google is known to make the most money from online advertising. But, ironically, it’s the users of the Google Chrome browser that make up the lion's share of all those who have ad blockers installed. This is due to the popularity of the browser itself, and the ease of installing the corresponding extensions on it.
The reasons why people start using ad blockers are very curious (a survey was conducted among 400 American users). The main reason was ... personalization of advertising! It seems to people that their personal data is incorrectly used to personalize advertisements. This opinion was expressed by 50% of respondents.
Another 41% consider the amount of advertising unnecessary (57% of youth named this reason).
PS The main source of statistics was the number of blacklisted downloads from Easylist servers .
According to expert estimates, the damage to online publishers in 2015 will amount to $ 21.8 billion. This is 14% of the global online advertising market.
It will only get worse. In 2016, the cost of blocked advertising may be $ 41.4 billion!
Over the past year, the popularity of "anti-advertising" software worldwide has grown by 41%. In the UK, growth was 82%, in the US - 48%. It turns out that 45 million people in the USA and 77 million in Europe completely fall out of the audience of advertising consumers.
If you look at the statistics by country, then ad blockers are most popular in Greece and Poland, where 36.7% and 34.9% of users use them, respectively.
For comparison, in Russia the proportion of users with blockers is 6%, in Belarus - 8%, Ukraine - 12%, Kazakhstan - 3%.
Blockers even penetrated mobile devices. For example, they are installed in 16% of users of the mobile version of Firefox for Android. In general, of the total volume of ads blocked from mobile devices, Firefox browser accounts for 40%, and another 53% - to the share of Chrome. The authors of the study note that in some alternative smartphones browsers, ad blocking is enabled by default.
Experts fear that a dramatic increase in the volume of blocked ads from mobile devices will occur with the release of iOS 9. Soon, mobile Safari may catch up with the mobile version of Firefox in terms of “harmfulness” for the media industry.
Another interesting fact. Google is known to make the most money from online advertising. But, ironically, it’s the users of the Google Chrome browser that make up the lion's share of all those who have ad blockers installed. This is due to the popularity of the browser itself, and the ease of installing the corresponding extensions on it.
The reasons why people start using ad blockers are very curious (a survey was conducted among 400 American users). The main reason was ... personalization of advertising! It seems to people that their personal data is incorrectly used to personalize advertisements. This opinion was expressed by 50% of respondents.
Another 41% consider the amount of advertising unnecessary (57% of youth named this reason).
PS The main source of statistics was the number of blacklisted downloads from Easylist servers .