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. The study also shows a significant increase in usage among younger users, which may be due to their growing awareness about how much they spend on digital content.
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.