Retale, a location-based mobile platform, announced this week the results of a commissioned study examining ad blocker adoption on PC and mobile devices.
500 adults across the U.S. were polled for this study earlier this year. The results?
57% of those surveyed said that they use an ad blocker to prevent viewing display ads while on a PC, the report summary shared with MMW reads. Alternatively, 43% said that they don’t currently have an ad blocker installed. The numbers differ by age groups, however.
Among millennials (18-34 years of age), 63% say they use ad blockers while on a PC. For those 35-54, 57% use ad blockers, while only 44% of those 55 and up use them.
“Millennials are more technologically savvy,” said Pat Dermody, President of Retale. “Not only are they seemingly more inclined to tune out display and banner ads while on a PC, they’re proactive in blocking them. Only 37% aren’t using some sort of ad blocker today. To more effectively connect with this group, advertisers need to focus on building relevant and engaging campaigns that reach millennials when they’re ready to interact.”
What’s more, 20% are using ad blockers on mobile.
“Advertisers can’t afford to ignore mobile ad blocking,” added Dermody. “As adoption expands, brands will need to factor these potential obstacles into their digital marketing strategy. In a separate study, we found that 60% of those who’ve clicked on mobile banner ads say they did so accidentally, with nearly 70% calling the clicks were annoying. People want to block mobile banner ads just as they’ve done with desktop ads, but the awareness around mobile ad blocking solutions and the technology itself isn’t quite there yet.”