69.3 per cent of smartphone users would not be willing to pay anything in order to block all ads in all apps, according to Tune research.

Of those that indicated a willingness to pay to remove ads, the most popular option was, predictably, the cheapest – $1 a year. Even at this rate, only 11.3 per cent of respondents said theyd be willing to fork out the money.

In general, younger users would be more willing to pay to get rid of ads – with the number unwilling to pay anything declining slightly to 61 per cent, compared to 82 per cent of over-65s. People in the US are more willing to pay than the UK (66 per cent unwilling to pay compared to 79 per cent) and iOS more than Android (65 per cent compared to 73 per cent).

Applying these result across the 180m smartphone users in the US, Tune believes this means this model would generate yearly revenues of $3.6bn – a small fraction of the amount currently spent on advertising.