The use of ad-blockers in the US is still rising, especially among younger people. In a recent survey by Pew Research Center, only about one third of Americans aged 18 to 29 said they used ad blocking software on their mobile devices. However, the good news for advertisers is that adoption of ad-blockers on smartphones among millennials is still relatively low. Ad-blocking is far more popular on desktop with 20.1% of Americans blocking ads on desktops and laptops, compared with 7.9% on smartphones.
The use of ad-blockers in the US is still rising, especially among younger people. This creates a problem for advertisers since it has been estimated that 36.68 million millennials will browse the internet on a device that employs an ad-blocker this year, according to eMarketer. However, the good news for advertisers is that adoption of ad-blockers on smartphones among millennials is still relatively low. Ad-blocking is far more popular on desktop with 20.1% of Americans blocking ads on desktops and laptops, compared with 7.9% on smartphones.