Adaptive Medias Inc (fka ADTM)

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Mobile Ad Blocking? U.S. Consumers Aren’t Really Into That Sort of Thing

by Scott Parkhouse - October 1, 2015

While U.S. publishers and marketers are fretting about ad blocking — for good reason — there is one bright note to report.

Turns out that the U.S. has among the lowest ad blocking rates in the world.

“comScore and Sourcepoint found in June 2015 that desktop internet users in France were more likely to use ad blocking software than those in any other country studied, at 27 percent,” reports eMarketer. “Germany was No. 2 in ad blocking, at 24 percent of unique desktop site visitors, and Canada came in third at 16 percent.”

Notably, the U.S. was at the bottom of the list with just 9 percent of unique visitors blocking ads.

The low US rate of ad blocking also held true across age groups. In all of the countries studied, 18- to 24-year-olds were more likely to block ads than any other group.

“The U.S. was also least likely among countries studied in July to block ads on mobile devices,” according to eMarketer. “A tiny 0.1 percent of total page views on smartphones and tablets in the US blocked ads. Mobile ad blocking rates were low in Western Europe as well. Mobile internet users in India and China were far more likely to block ads — though it was still rare.”

Interestingly, GlobalWebIndex — the study lead — found that male internet users were 8 percentage points more likely than females to block ads.

http://mobileadvertisingwatch.com/mobile-ad-blocking-u-s-consumers-arent-really-into-that-sort-of-thing-20115

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