Ad blocking software - consumer usage and attitudes

The IAB wanted to find out how prevalent the use of ad blocking software is in the UK, and why people want to block ads.

In addition, the IAB wanted to find out whether people were aware that ads fund ‘free’ content, and whether this changes their attitudes towards ad blockers.

In order to answer these questions, the IAB commission YouGov, who conducted a survey of 2,057 GB online adults in June 2015.