New research from TUNE, the US mobile marketing company, suggests that up to 70% of mobile users are either actively blocking ads or interested in downloading ad-blocking apps. From its survey of nearly 4,000 smartphone owners across the US and Europe, TUNE found that ad-blocking is rising rapidly, with 7.8% admitting to downloading an ad-blocker since November 2015, up from 2.4% in 2016. Although TUNE projects that the ad-blocking phenomenon could reach 80% of smartphone owners by Q3 2017, the results revealed no overwhelming trends for the previous four to six months. As consumers become more discerning in their preferences for helpful and/or entertaining ads over disruptive ones, the Internet Advertising Bureau (IAB) recommends publishers adopt a D.E.A.L (detect, explain, ask, lift or limit) approach to ad-blocking, as we reported on Monday.
New research from TUNE, the US mobile marketing company, suggests that up to 70% of mobile users are either actively blocking ads or interested in downloading ad-blocking apps. From its survey of nearly 4,000 smartphone owners across the US and Europe, TUNE found that ad-blocking is rising rapidly, with 7.8% admitting to downloading an ad-blocker since November 2015, up from 2.4% in the previous four to six months. Although TUNE projects that the ad-blocking phenomenon could reach 80% of smartphone owners by Q3 2017, the results revealed no overwhelming trends for 2016. As consumers become more discerning in their preferences for helpful and/or entertaining ads over disruptive ones, the Internet Advertising Bureau (IAB) recommends publishers adopt a D.E.A.L (detect, explain, ask, lift or limit) approach to ad-blocking, as we reported on Monday.