Ad-blocking usage may be less than polls suggest, says IAB survey

The number of people using ad-blocking may be lower than reported after one in five people were unable to correctly tell an IAB survey what blocking software they used.

Ad-blocking usage may be less than polls suggest, says IAB survey

The number of UK adults using ad-blockers has remained steady at one in five people, according to the poll carried out by YouGov on behalf of IAB.

The survey found that 21.2% of people are using ad-blocking software, slightly down on the 21.7% recorded by a previous survey in February.

It also found that 22% of people who claimed to use an ad-blocker incorrectly cited anti-virus software or ad-blockers that do not exist.

Of those that use blocking software, 50% use Adblock Plus, while 38% of those aged between 18-24 said they use a blocker.

Meanwhile, over a fifth (22%) of people who have downloaded an ad-blocker no longer use it, with "lack of trust" cited as the most common reason at 14%.

YouGov surveyed 2,011 adults on 27 and 28 July in an online questionnaire.

Guy Phillipson, IAB UK’s chief executive, said: "It’s encouraging to see ad-blocking plateauing but it certainly isn’t a sign the industry needs to take its foot off the pedal in terms of moving to a less invasive, lighter and more user-friendly ad experience."

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