New research from TUNE , the US mobile marketing company , suggests that up to 80 % 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 increasing rapidly , with 7.8 % admitting to downloading an ad - blocker since November 2015 , up from 2.4 % in the previous four to six years . Although TUNE projects that the ad - blocking rate could reach 80 % of mobile users by Q3 2017 , the results revealed no overwhelming trends for 2016 . As consumers become more discerning in their preferences for helpful and/or entertaining apps 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.