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UK Ad Blocking Numbers Have Stabilised Despite Rise Fears

Tim Maytom

The proportion of British adults using ad blocking software has continued to hover around the 22 per cent mark for the last year, according to a report from the Internet Advertising Bureau (IAB) UK.

The report, which saw 2,018 UK adults surveyed online by YouGov, also found that 21 per cent of people who originally downloaded ad blockers do not currently use them. Furthermore, the biggest reason for turning off ad blockers, aside from switching devices, was not being able to access some content with a blocker installed – with 24 per cent of people citing this as a reason, up 16 per cent from last year.

“The continued rise in ad blocking that some predicted simply hasn’t materialised,” said IAB UK CEO Jon Mew. “A key reason is publishers denying access to content to ad blockers which, in effect, has created that ‘lightbulb’ moment for people who realise that they cannot access free content without seeing the advertising that funds it. The industry has worked hard on promoting this ‘value exchange’ and it’s paying off.

“Despite the stall in ad blocking, it’s vital the industry doesn’t take its foot off the pedal in working to provide people with a better, lighter and more considerate online advertising experience which will discourage them from blocking ads altogether.”