Ad blocker usage is decreasing on PC but is exploding on mobile devices

The phenomenon is not new, but it is receiving less and less attention. Ad blockers have become a common practice among internet users, even if many refuse to use them. We know that the free model is largely based on advertising, which many websites still support.

In order to take stock of the current trends, BlockThrough has just delivered a very interesting report. In particular, we learn that the use of ad blockers on computers has stagnated for five years; last year it was around 257 million people.

The unwanted ads are in the crosshairs of internet users

The situation is very different with cell phones. Formerly confidential, ad blockers are exploding there with 586 million users listed by analysts, compared to just 167 million seven years ago.

Blockthrough has also consulted the American public on the matter. It turns out that 40% of respondents use an ad blocker. To explain their choices, Internet users indicate that they do not want to be interrupted while viewing a page. 62% of them use these extensions to avoid installing malware on their devices. After all, 58% do this for reasons of confidentiality and the protection of their personal data. The most frequently used tools include, in particular, AdBlock, Adblock Plus and AdGuard.

As a reminder, a study conducted by AudienceProject last year found that the use of these blocking features is decreasing in the US and Europe. In detail, 41% of Americans, 36% of British and 48% of Germans said they had used them. Compared to the results of 2016, this means a decrease for each of the countries mentioned.

This does not prevent internet users from ranting against certain online advertisements and especially against irrelevant or undesirable advertisements that interfere with their visit to a page.

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