Ad Blocking 2020

Posted on: Wednesday 01 April 2020 | IAB UK

IAB UK have been tracking the number of people who claim to currently use ad blocking software over the last six years. This report looks into how this has changed over time and what this means for the industry

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

IAB UK commissioned YouGov in Feb 2020 to conduct a survey of 2,037 GB online adults. This is a follow up from the ad blocking data collected in Feb 2019, Feb 2018, Feb 2017, July 2016, Feb 2016, Oct2015, June 2015 and March 2015. The key findings from the research and a link to the full report can be found below: 

  • Ad blocking levels have been relatively stable for the past four years – 23.7% of GB Online Adults claim to be currently using ad blocking software

  • 21% of GB online adults are using ad blockers on desktops or laptops, compared to 10% on smartphone

  • Men are 2x more likely to block ads than women. 18-24s remain the most likely age group to have installed an ad blocker, however this has decreased significantly over the past year

  • Our advice to the industry is to continue initiatives directed at providing a better advertising experience and continue to remind people about the value exchange. Whilst it’s encouraging to see ad blocking levels stabilise, we can’t be complacent

Read the press release here.

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

IAB UK

Topics

Related content

Contextual Targeting: The key terms

With contextual targeting gaining more and more traction with advertisers, we have worked with our members to develop a set of standardised definitions...

Learn more

Jon Mew congratulates Nadine Dorries MP on DCMS role

The CEO of IAB UK welcomes Nadine Dorries MP as Secretary of State for Digital, Culture, Media and Sport

Learn more

IAB Europe report finds ban on targeted advertising risks digital divide in Europe

A blanket ban on targeted advertising would hinder Europe’s efforts at creating a digital space fit for the future, finds a new report published today

Learn more

Martin Siegert on climate change: “Advertising is really critical for our future”

Speaking as part of our 2021 Leadership Series, Professor Martin Siegert FRSE highlighted the critical importance of lowering carbon emissions within the...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.