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Video ads that seem to go on forever, pop-ups that interrupt our components of a job seekers database reading, and banner ads that add little or nothing to what interests us on a site are some of the reasons that have transformed AdBlockers or ad blockers into a popular element within mobile applications and browsers.
For users, it is an excellent alternative, but for brands the scenario can be quite different, even more so if they see that their ads are permanently blocked. And this presents a great challenge when developing a marketing strategy that is not intrusive and that stands out from the traditional one .
But to put the information into context, let’s review the statistics on the use and download of AdBlockers, provided by the PageFair site in its report “ Adblocking goes mobile ”, with data updated in November 2016.
Global Overview:
1. At least 309 million people worldwide block ads on smartphones.
2. As of March 2016, there were 298 million users of adblocking browsers that blocked ads by default.
3. 16% of the world's 1.9 billion smartphone users have an adblocking browser installed.
Regional scenario:
4. In March 2016, China, India and Indonesia led the use of adblocking browsers, with 116, 89 and 28 million users respectively. In Latin America, Brazil led the ranking with 2.1 million users .
5. As of the same date, the Asia Pacific region contained 54% of global smartphone users , and 93% of global adblocking browser users.
6. Adblocking browsers are more than twice as popular in Europe as in North America , with 17.3 users per thousand smartphones. In contrast, the North American region has only 7.8 users.
7. In contrast, content blocking apps are three times more popular in North America than in Europe , with 8.8 users per thousand smartphones. Europe has only 2.7 users.
Mobile browser figures:
8. Firefox for Android has an estimated 173 million users, and about 30 million of them are blocking ads – that’s about 17% . Meanwhile, an estimated 24 million Opera Mini and Maxthon users will enable adblocking.
Content Blocking Apps:
9. 229 types of content blocking apps were identified on iOS , most notably AdBlock Plus , Crystal AdBlock , and 1Blocker . And during the 7 months after launch in September 2015, there were 4.5 million downloads worldwide.
10. The United States accounts for 1.9 million of these downloads, or about 2% of users who own a compatible iPhone in that country use one of these apps.
As stated in the report, there are mobile browsers that provide opt-in adblocking functionality , to allow non-intrusive ads to go unblocked; which represents support for websites that comply with acceptable advertising, avoiding elements that interrupt and annoy the user; as can occur with pop-ups and automatic playback of audios and videos.
So, it is not about avoiding the insertion of ads on a page, but about carrying out a transparent campaign that is of interest to the recipient. What's more, native advertising is a format that has yielded good results in reaching a specific audience and adding value to their browsing. Without a doubt, it is a good alternative to avoid problems with AdBlockers.