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Micky Gramlin
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Micky Gramlin   My Press Releases

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

Published on 11/11/2017
For additional information  Click Here


Part 3


The State of Mobile Ad-Blocking in 2017





This report has been written, designed and produced

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

Ad-Blocking by Device


AD-BLOCKING SEGMENTATION percentage of US Ad-Blocker Users who can be classed as the following:

Image may contain: text



Long-term data shows that time spent online per day via mobile among US internet users has more than doubled since 2012 to its current standing of just over two hours, and mobile browsing has been a key area in which user experience is supposed to have suffered due to the prevalence of irresponsible ads.

However, the results of this special study show that the rates for mobile ad-blocking lag significantly behind that of other devices (aside from tablets) in the USA. 22% of the USA’s current ad-blocker users say they blocked ads on a mobile in the last month but 68% say they use laptops to block ads, while 51% are using desktop PCs.

That translates to 15% of US internet device owners who are blocking ads on mobile.

DEVICES USED FOR AD-BLOCKING % who say they have used an ad-blocker on the following devices:

Among U.S. Ad Blockers Users

Laptop 68%

Desktop 51%

Mobile 22%

Tablet 14%

Among U.S. device owners

Laptop 40%

Desktop 33%

Mobile 14%

Tablet 8%

Mobile’s comparatively low scores for this metric are particularly interesting given that just 3 percentage-points separate laptops and mobiles in terms of ownership among ad-blockers (81% have a laptop vs. 78% who have a mobile).

From this perspective, mobile exhibits the biggest disparity between those who own the device and those who choose to block ads on it, whereas PCs/desktops and laptops display the smallest gaps. So, the bulk of US ad-blocking is taking place on more traditional internet devices such as desktops PCs and laptops.

However, as we will see, the conditions are set for mobile to take its place in this arena too when some fundamental roadblocks, which have so far reserved mobile ad-blocking to the fringes, are removed.


We will take a look at these conditions in part 4


Thank you for stopping by!


Micky Gramlin






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

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


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