If you have been researching adblock usage, you have probably seen many stats being thrown around. Most sources appear to have a bias for or against adblockers being a concern, and the numbers provided tend to match that bias.
As a whitelisted ad network specializing in reaching adblock users, a larger adblock audience would definitely be to our (and our users’) advantage. To keep us honest, here are the stats we often quote, and the reports used to reach those numbers.
Number of Adblock Users
This is normally discussed in terms of total users, and % of internet users.
For 2017, the estimated number of users:
- US: 86 million
- Canada: 10.8 million
- Globally: Over 230 million
In North America, more than 25% of internet users use adblockers.
By 2018, more than 30% adblocking usage is expected.
Reports:
https://www.emarketer.com/Article/US-Ad-Blocking-Jump-by-Double-Digits-This-Year/1014111
http://www.marketingmag.ca/media/20-of-canadian-internet-users-block-ads-154065
https://www.statista.com/statistics/435252/adblock-users-worldwide/
https://www.emarketer.com/Article/Ad-Blocker-Use-Grows-Publishers-Face-New-Challenges/1016076
Demographics
While adblock users tend to dislike (and actively block) tracking of their information, plenty of information is available about their user demographics.
Some of our favourite highlights:
- 40% of millennials block ads
- Adblock users tend to be:
- Social media users
- Gamers
- Tech-savvy
Reports:
http://screenmediadaily.com/40-of-millennials-block-ads/
http://realviewdigital.com/4-charts-show-ad-blocking-no-passing-fad/
Ad Tolerance
Are adblock users *really* okay with seeing ads? We often quote the stat “83% of adblock users okay with ads” from the following hubspot survey.
Note: The 83% number is based on the answers to “Not all ads are bad, but I want to filter out the really obnoxious ones”.
Reports:
https://research.hubspot.com/reports/why-people-block-ads-and-what-it-means-for-marketers-and-advertisers
Please note: This post will be kept up-to-date as new information is released.