According to a recent report from PageFair, the use of ad blockers grew by 30% in 2016 alone.
By the end of 2016, there were over 615 million devices with ad blockers installed worldwide. 62% of those devices were mobile.
A couple of years ago it was only the nerds who were blocking ads. Now it’s gone mainstream. And it’s not just younger people who are doing this. The spread across age groups is surprisingly even.
This spells big trouble for both advertisers and the media sites that carry their ads.
The advertisers sense, quite rightly, that their ads are being viewed by fewer and fewer people.
And the websites that carry advertising as a core part of their revenue stream are facing an uncertain future.
So what’s happening here? Why the sudden surge in the use of ad blockers?