Ad blocking 'will cost publishers £19 billion by 2020'

While majority of users still on PCs, ad blocking for mobile is on the rise

Ad blocking software is set to cost digital publishers almost 19 billion by 2020, a new report from Juniper Research reveals, with global adblock users rising 41 per cent year on year.

There were 198 million active users of ad blocking software as of August 2015, CNBC reports , with a recent study from eMarketer suggesting that more than a quarter (27 per cent) of internet users in the UK will start using it by 2017.

The majority of people who block ads do so on desktop or laptop PCs, but use on smartphones and devices is also rising. Reasons for this include ever-more intrusive and irrelevant adverts, as well as slow load times for ad-heavy web pages. By installing an ad-blocker, users are also less likely to have their data shared with third parties.

Sam Barker, author of the research, said: "Adoption is being driven by consumer concerns over mobile data usage and privacy. They are also incentivised to adopt the technology in order to reduce page load times."

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

Ad blocking software is also a concern for independent app developers, as the report highlights.

"The application in which adverts are blocked raises ethical questions about the future of independent and small scale app developers," the report read. "With ad blockers dissuading potential development, there is fear that app stores will see a decrease in the amount of new applications uploaded."

Last year, Google chose to stop Adblock Plus users from skipping ads on YouTube, though Apple added to the issue when it included content blocking software in iOS 9. Mobile operator Three has also announced plans to roll out ad blocking for all of its customers.

Featured Resources

What you need to know about migrating to SAP S/4HANA

Factors to assess how and when to begin migration

Download now

Your enterprise cloud solutions guide

Infrastructure designed to meet your company's IT needs for next-generation cloud applications

Download now

Testing for compliance just became easier

How you can use technology to ensure compliance in your organisation

Download now

Best practices for implementing security awareness training

How to develop a security awareness programme that will actually change behaviour

Download now
Advertisement

Most Popular

Visit/policy-legislation/data-governance/354496/brexit-security-talks-under-threat-after-uk-accused-of
data governance

Brexit security talks under threat after UK accused of illegally copying Schengen data

10 Jan 2020
Visit/security/cyber-security/354468/if-not-passwords-then-what
cyber security

If not passwords then what?

8 Jan 2020
Visit/policy-legislation/31772/gdpr-and-brexit-how-will-one-affect-the-other
Policy & legislation

GDPR and Brexit: How will one affect the other?

9 Jan 2020
Visit/web-browser/30394/what-is-http-error-503-and-how-do-you-fix-it
web browser

What is HTTP error 503 and how do you fix it?

7 Jan 2020