Ad-blocking usage may be less than polls suggest, says IAB survey

The number of people using ad-blocking may be lower than reported after one in five people were unable to correctly tell an IAB survey what blocking software they used.

The number of UK adults using ad-blockers has remained steady at one in five people, according to the poll carried out by YouGov on behalf of IAB.

The survey found that 21.2% of people are using ad-blocking software, slightly down on the 21.7% recorded by a previous survey in February.

It also found that 22% of people who claimed to use an ad-blocker incorrectly cited anti-virus software or ad-blockers that do not exist.

Of those that use blocking software, 50% use Adblock Plus, while 38% of those aged between 18-24 said they use a blocker.

Meanwhile, over a fifth (22%) of people who have downloaded an ad-blocker no longer use it, with "lack of trust" cited as the most common reason at 14%.

YouGov surveyed 2,011 adults on 27 and 28 July in an online questionnaire.

Guy Phillipson, IAB UK’s chief executive, said: "It’s encouraging to see ad-blocking plateauing but it certainly isn’t a sign the industry needs to take its foot off the pedal in terms of moving to a less invasive, lighter and more user-friendly ad experience."

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