1 in 7 Brits use ad blocking, says IAB

Fifteen per cent of British adults are using ad blocking software, according to new a new report from the Internet Advertising Bureau (IAB).

The IAB’s UK Ad Blocking report, conducted by YouGov, showed that people were using ad blockers to block ‘interruptive’ (73%) or ‘annoying’ (55%) ads, with over one in five respondents (22%) admitting to downloading the software at some point.

According to the study, men (22%) are more than twice as likely to block ads then women (9%) and ad blocking is more prevalent for those aged between 18-24 (34%) and 25-34 (19%).

Regionally, people in the north of England and Scotland are the most likely regions to block ads (19%).

Over half (54%) of the 2057 people surveyed said that they use ad blocking software do so because ads slow down their web browsing experience.

Interestingly, only 44% of Brits are conscious that most websites are free due to adverts.

“When it comes to a free and an ad-free internet, a lot of consumers want to have their cake and eat it,” said IAB’s CEO, Guy Phillipson.

“However, those unaware that most online services are free – or cost very little – because sites make money from showing visitors ads, could be in for a shock if websites start charging for access because ad blocking reduces their revenue from advertising.

“The bottom line is that if the web didn’t have ads, most sites could only exist by charging subscriptions.”