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Micky Gramlin
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Micky Gramlin   My Press Releases

An examination of the current impact and future potential of mobile ad-blocking in the USA

Published on 10/12/2017
For additional information  Click Here



The State of Mobile Ad-Blocking in 2017

 Part 1





This report has been written, designed and produced

by the GWI Custom Research team and the GWI Trends team.




In this special report, GlobalWebIndex takes a deep-dive into the issue of mobile adblocking in the USA. To date, the mobile ad-blocking trend has been primarily an Asian phenomenon.

Although large numbers of digital consumers across North America and Europe have been installing ad-blocker software on their desktops, usage of mobile ad-blockers in these regions has lagged notably behind, while awareness of the availability and functionalities of mobile ad blockers has been similarly limited.

In this report, utilizing the results of a special GlobalWebIndex study among internet device owners in the USA, we examine the current state of mobile ad-blocking in the USA and investigate whether the conditions exist for this trend to become mainstream among US digital consumers.

In particular, we focus on:

  • Who are America’s current ad-blocker users, which devices are they using and what are their motivations for using these tools?
  • What is the level of awareness among US digital consumers concerning the availability and benefits of mobile ad-blocking software? And what factors are influencing this level of awareness?
  • How do smartphone owners feel about their current mobile internet browser and how common is multi-browser usage on mobile?
  • What are the attitudes of US digital consumers, both those who block ads and those who don’t, towards ad-blocking capabilities, online advertising and the adblocking industry?
  • How do US ad-blocker users differ from nonusers in their engagement with various forms of media?


Key Insights

  • Despite mobiles being one of the most commonly owned devices in the US, they lag significantly behind PCs and laptops as a device used for ad-blocking – only 22% of current ad-blocker users are blocking ads on their smartphones (meaning only 15% of US internet device owners block ads on mobile).
  • Only half of internet device owners in the USA are even aware that they can block ads on their mobile. And if we look only at those who have not blocked ads on a mobile, more than 6 in 10 state that they did not know that it was possible to do so.
  • Ad-frustration is the primary driver behind current ad blocking uptake in the US. Ad-blocker users are most likely to state that ads are intrusive, they are irrelevant, or that there are simply too many of them.
  • There is plenty of evidence indicating an underlying demand for mobile ad-blocking tools, and as such there is likely to be a substantial addressable market should awareness of these tools increase.

For example, 1 in 3 smartphone owners say that they see too many ads when browsing the mobile internet and a large section of this group are currently unaware of mobile ad-blocking.


  • The need to download an additional browser in order to be able to block ads (particularly on Android devices) is slowing mobile ad-blocking adoption. Only 14% of smartphone owners in the USA say that they use an additional browser.
  • Brand familiarity (or lack thereof) stands out as another potential barrier to mobile ad-blocking uptake. Smartphone owners say they are most likely to choose their mobile browser because they knew the brand, and over 3 in 4 of those who are aware of the existence of mobile ad-blocking are unable to name an app or a browser which allows users to block ads on mobile.
  • There remains little willingness or recognition on the part of many consumers to accept that ads – even if they are respectful – are at the core of free content online.


1 in 2 smartphone owners in the USA state that they would prefer to block all ads on their mobile device. However, it is still one fifth of smartphone owners who say they don’t mind seeing ads on their mobile if they are respectful.


Next Post:

We take a look at the demographics of who is

blocking ads and why


Thank you for stopping by!

Micky Gramlin




Picture Source




An examination of the current impact and future potential of mobile ad-blocking in the USA Part 2

Part 3 An examination of the current impact and future potential of mobile ad-blocking in the USA

 Find Out More




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