2017 Adblock Report

Matthew Cortland Adblocking 5 Comments

PageFair is pleased to release our 2017 adblock report. The state of the blocked web presents a combined picture of desktop and mobile adblock usage for the first time.

Mobile adblock usage is growing explosively in Asia and is set to spread to North America and Europe as well. This report also includes the results of our latest survey of adblock users, which used improved screening questions to specifically identify adblock users.

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Quick Facts:

  • 615 million devices now use adblock
  • 11% of the global internet population is blocking ads on the web
  • Adblock usage grew 30% globally in 2016
  • Mobile adblock usage grew by 108 million to reach 380 million devices
  • Desktop adblock usage grew by 34 million to reach 236 million devices
  • 74% of American adblock users say they leave sites with adblock walls
  • 77% of American adblock users willing to view some ad formats
  • Adblock usage is now mainstream across all ages
  • Adblock users prefer standard display ads
  • Adblock users more likely to have bachelor’s degree than average American

About PageFair:

PageFair is the global authority on adblock and the industry leader in publisher adblock solutions. Its free adblock analytics tool is used by thousands of publishers, representing over 60 billion page views per month. Its tamper-proof ad serving technology is used by premium publishers around the world to serve ads on the blocked web that address user concerns about security, user experience, and privacy.

  • Dipanshu Upadhyay

    The solution is needed. Very Soon
    Whyjustads.com is something which I can think can do the trick.
    Where publisher and their adblocker users can find a common ground to support each other and work together.

    • Lordshadow95

      Maybe,just maybe, if ads weren’t so intrusive, distracting and abusive I wouldn’t be even using adblock. Yes,the solution is needed: Make better ads that aren’t long, annoying, with audio, skippable, and most importantly: not intrusive at all.
      The situation on youtube is terrible, to watch a 15 seconds video i’ll always get a 30 seconds unskippable ad. That’s why I’m supporting Adblock. For this exact reason.

  • Adrien Gobelins

    really really interesting. many thx

  • Andrew Rose

    From a marketing perspective this was very interesting. Especially when we are in the process of planning AdWord campaigns.
    Very cool interactive map by the way..!

  • Dahdahdit

    “But blocking all the ads will kill all the publishers and creators source of income.”

    Only of those who naively base their business strategy on an ad revenue scheme.

    “But no ads is not an option.”

    Yes it is. Ad marketeers are just internet users like the rest of us. In fact, as a community, they are relatively new. Before they got the idea of leeching off of other peoples work by exploiting greed, illusions of grandeur and wealth, the internet was basically the medium to publish content for its own sake.

    “Uses have to accept that they have give up something to get something.”

    Perhaps, but what is given up by allowing ads simply is disproportionate to what users get in return.