Nieman Foundation at Harvard
HOME
          
LATEST STORY
The Internet sets writers free…to get new audiences, and also to “dive into a giant flaming garbage pile”
ABOUT                    SUBSCRIBE
Jan. 26, 2016, 12:13 p.m.
Mobile & Apps
LINK: www.globalwebindex.net  ➚   |   Posted by: Shan Wang   |   January 26, 2016

Thirty-seven percent of mobile users in 34 countries say they’ve blocked ads at some point on mobile in the last few months of last year, according to research from market research firm Global Web Index. That puts mobile adblocking percentages on par with the firm’s numbers for adblocking on desktop, which it pegged at 38 percent in the last quarter of 2015.

GWI’s research also indicates that 42 percent of the mobile users it surveyed hadn’t yet used an adblocker on their phones, but would be interested in doing so in the future (21 percent of those surveyed were apparently not interested in using an adblocker in the future).

These are extremely high percentages, given the low-single-digit mobile adblocking percentages we heard from publishers back in December (and heard again this month from Quartz publisher Jay Lauf). The GWI survey asked a cohort of 36,895 mobile web users whether they blocked ads on mobile at any point, “not whether they do it all the time,” GlobalWebIndex research and insight director Jason Mander clarified in an email. (It’s also possible those surveyed might have a different idea what it means to “block” an ad, like tapping an “×” to make one go away.)

These global mobile adblocking percentages reported by GWI are “dragged up” a bit by higher rates of adblocking in Asia, according to Mander, who also pointed out that “Asia contains so many of the world’s internet users, and mobile users in particular.” (UC Browser, for instance, popular in India and China, has adblocking built into its mobile browser, and boasts more than half a billion users). Not surprisingly, young men between the ages of 16 and 24 in the Asian-Pacific countries surveyed are the biggest users of adblocking on mobile, according to GWI’s research.

“Generally speaking, there seems to be a strong correlation between heavy usage of the mobile internet and likelihood of using mobile ad-blockers,” Mander said. “Given how high-profile the arrival of ad-blockers on mobile has been, and how attractive they sound, I think it’s reasonable to expect high uptake, especially in groups where load times and data allowances matter the most.”

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The Internet sets writers free…to get new audiences, and also to “dive into a giant flaming garbage pile”
An extended conversation on the economics of building a career writing on the web today: “Unfortunately, it looks a little grim.”
Hot Pod: What does an audio producer actually do, anyway?
Plus: Panoply grabs some big partners, question marks at Acast, and success in local podcasting through Hearken.
With Indivisible, public radio stations hope the call-in format will help Americans find common ground
The show is “about understanding the values that we hold and how we want to be — what are our shared hopes and dreams for who we want to be in the world and how are we seen,” says WNYC CEO Laura Walker.