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. Within that generation, 18-24-year-olds are the heaviest users of ad blockers; 49.9% of them will use one (or 51% of Internet users within that age group). 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. 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.