The IAB wanted to find out how prevalent the use of ad blocking software is in the UK, why people want to block ads and what would make them less likely to do so.

In order to answer these questions, the IAB commissioned YouGov, who conducted a survey of 2,011 GB online adults in July 2016. This is a follow up from the ad blocking research in March 2015, June 2015, October 2015 and February 2016.