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Many internet users have trending ad blockers installed. This number is growing, particularly among younger users and those using mobile devices.
More people are blocking ads for several reasons, including privacy concerns. But what’s driving the popularity of ad blockers and what does it mean for businesses and their websites?
Increasing use of ad blockers among young users
To increase online privacy and cut down on unnecessary ads, increasing numbers of especially younger users are using ad blockers. While this may not come as a surprise to many, the reason for the popularity of ad blockers among young users is still unclear. It is believed that many of these users are motivated by the desire to control their online experience. Increasingly more young users are also willing to pay for digital content monthly.
Although some ad blockers are designed to block ads on websites, there is no guarantee that they will be effective. Rather, ad blockers alter the content of web pages by blocking ads or informing the browser on what content to display. Unfortunately, these ad blockers may interfere with the layout of some websites and lead to lower-quality content. Therefore, it is important for publishers to keep track of the usage of ad blockers to prevent their content from being blocked or redirected.
Young users’ privacy concerns are one of the primary reasons for the increasing use of ad blockers. Personalization and targeted advertisements are often seen as a breach of privacy. Ad blockers protect online users from unscrupulous third parties who can view sensitive information about them.
Ad blockers are used most widely by more tech-savvy users between the ages of 25 and 34. These users are more concerned about privacy issues and have shorter attention spans than older demographics.
Increasing use of ad blockers on mobile devices
The use of ad blockers on mobile is growing as more users decide to block advertisements. According to a study by PageFair, more than 600 million devices were using ad-blocking software globally in December 2016. Of that number, more than half were mobile.
This growth in the use of ad blockers has posed some challenges for publishers. As mobile devices have smaller screens, publishers earn less revenue from ads. But despite this problem, the industry has worked hard to improve the ad experience on mobile devices. Ad blockers for mobile are harder to install and less popular than their desktop counterparts. According to the Interactive Advertising Bureau, the rate of mobile ad blocking is between 8 and 15%, while the Association of Online Publishers estimates it to be 2.4% by the end of 2019.
Although many people use ad blockers to avoid annoying ads, this trend has also been used by people looking for faster page loads. Ads clog up web pages, slowing them down. Some people also use ad blockers for privacy reasons. For example, a recent Consumer Reports survey showed that 24% of US internet users use an ad blocker on their mobile devices. However, there is a large discrepancy between user-reported ad blocker sessions and those actually detected by ad blockers.
Ad blockers are most popular among young adults. A recent survey by CivicScience shows that almost half of 18-24-year-olds use an ad blocker on their desktops. Half of 25-34-year-olds and half of 35-54-year-olds also use ad blockers on their desktops. On mobile devices, ad blockers are most popular among young men, while their usage rates jump to a third among people 35 and older.
Increasing use of ad blockers to protect privacy
More people are using ad blockers to protect their privacy online. A new study by CivicScience found that six out of ten 18-24-year-olds have an ad blocker on their computer, as do half of 25-34-year-olds and 15% of 35-and-ups. The majority of users of these browser extensions are male.
Most websites employ web trackers to record visitor information and share it with third parties, including advertising networks. These third parties know that you’ve visited a website, and they can use this information to target advertisements better. Ad blockers are an excellent way to keep yourself safe from these intrusions and still get the content you’re looking for.
According to the study, almost half of US internet users report having a negative attitude toward advertisements on websites. Only 10% have a positive impression, and 41% feel neutral. As a result, many consumers are turning to ad blockers and ad-free digital media experiences to avoid these ads.
Understanding the latest tech developments and trends on the internet and with the website experience of users is crucial for website and business owners that want to offer the best experience to their customers. Reflect on your use of ads on your websites and online channels and ensure that visitors don’t get annoyed or put off by what you display to them.
- Content writer and WordPress website developer. I also love to create content on YouTube and other social platforms as well as promotional and social marketing.
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