With the arrival of adblocking on Apple’s iOS continuing to make headlines, new data looks at the profile of those who already deploy adblocking tools on their PCs or laptops.
The research, from Global Web Index, indicates that the trend from adblocking is being led by younger age groups and men.
Particularly striking is the consistency of the figures across each world region: at least a quarter of internet users in all places are already blocking ads, peaking at 30% in Europe (where the issue has been a particularly hot topic thanks to the interventions of authorities).
What’s also interesting is that adblockers over-index for daily time spent on the internet as well as for being concerned about how their data is being used by companies. For this audience, then, part of the appeal of adblocking is shielding themselves from unwanted interruptions and targeting.