Nearly 60% of Web Users Now Using Ad Blockers

Mar 03, 2016

Retale, a location-based mobile platform that helps shoppers save on purchases from retailers and brands, announced the results of a commissioned study examining ad blocker adoption on PC and mobile devices. 500 adults across the U.S. were polled for this study between January 18-25, 2016.

According to the results, 57% of those surveyed said that they use an ad blocker to prevent viewing display ads while on a PC. Alternatively, 43% said that they don't currently have an ad blocker installed. The numbers differ by age groups, however.

Among millennials (18-34 years of age), 63% say they use ad blockers while on a PC. For those 35-54, 57% use ad blockers, while only 44% of those 55 and up use them.

When asked if they use an ad blocker while on a smartphone or a tablet, 20% of all respondents said that they do, while the overwhelming majority (64%) said that they don't. For those 18-54, the numbers were basically identical, with 21-22% saying they do use ad blockers on mobile devices. For those 55 and older, only 13% are using mobile ad blockers today.

Interestingly, when asked if they were using an ad blocker on mobile, an additional 16% said that "they want to" but don't think they can with their current device.