A new research report, published by PageFair and Priori Data, indicates a significant rise in the usage of mobile ad blocking software. The report excludes content blocking apps, in-app ad blockers, and opt-in browser ad blockers. However, it indicates the installation of software generated specifically for blocking ads is on the rise.
So, what does this mean for the future of digital publishing?
The Ad blocker Impact
Increased use of ad blocking software will significantly impact the digital media industry, which thrives on advertising revenues. The impact will be of a much larger magnitude for digital publishers which have a target audience in major developing countries like China, India, Indonesia, and Russia. Smartphone owners in these nations are some of the biggest users of ad blocker software.
For instance, the report finds that 22% of the smartphone users across the globe block ads. However, ad blocking usage in Asia-Pacific region is significantly high at 93%. The top two nations, China, and India have 159 million and 122 million users blocking ads, while all of North America has only 14 million users blocking ads on mobile.
To remain competitive, internet service providers will continue to integrate ad blocking capabilities to reduce costs for their end subscribers. The practice is much common in emerging markets, as they still have a lot of unconnected users offering vast growth potential. However, the cost of providing online services remains a concern in these markets which will further encourage the ad blocking usage.
The Ad blocking Landscape
The in-app blockers block ads across the different apps and browsers installed on the device. These major ad blockers include: AdBlock, Infy, AdShaker, WeBlock, CyberGhost, WebGuard and Secure Wireless.
Additionally, several browsers offer a built-in ad blocking feature, which is turned on by default. This feature includes software such as the UC Browser, AdBlock Plus, ASUS, and Brave. Other browsers like FireFox and Opera offer a configurable option to turn off ads, though ads are enabled in default mode. (For more, see: Are Ad blockers Changing Internet Business Models.)
The Bottom Line
Increased use of ad blockers installed by users shows users are clearly not satisfied with online ads. The digital industry needs to do its homework in understanding why the users are opting out of ads and come up with a new, non-intrusive, and complementary approach to serving ads. (For more, see: This Is How Ad blocker Hurts Your Favorite Websites.)