Ad Blocking Software: Consumer Usage and Attitudes - Feb 2017

The IAB wanted to find out how prevalent the use of ad blocking software is in the UK.

In order to find this out the IAB commissioned YouGov, who conducted a survey of 2,018 GB online adults in February 2017. This is a follow up from the ad blocking research in March 2015, June 2015, October 2015, February 2016 and July 2016.

Key findings:

• The proportion of British adults online currently using ad blocking software has remained at around 22% for the last year

• Ad blocking levels may be lower than claimed, as nearly one fifth of those claiming to currently use an ad blocker cited their anti-virus software or couldn’t identify using a genuine ad blocker

• One in five (21%) who originally downloaded ad blockers don’t currently use them. The second biggest reason that people switch off their ad blockers is not being able to access some content with the blocker installed – (24%, up from 16% a year ago)