The use of ad-blocking tools in the UK is on the rise, according to a report from the IAB and YouGov.
Usage among British adults has risen from 18 per cent to 22 per cent since October 2015.
Interestingly, over half (54 per cent) of those using ad-blocking software would disable it to gain access to content they like.
Ad blocking is most common among 18-24 year-olds (47 per cent), while 45-54 year-olds are least likely to use it (16 per cent).
When asked what would most motivate them to stop blocking ads, the most cited reason was if the ads didn’t interfere with what a user was doing (45 per cent).
"...an ad funded internet is essential for providing revenue to publishers..."
Other common reasons included fewer ads on a page (29 per cent) and if ads were more relevant (12 per cent).
Among those using ad-blocking software, the majority are using laptops (72 per cent), compared to 41 per cent on desktop, 26 per cent on smartphones and 21 per cent on tablets.
Guy Phillipson, CEO of IAB UK, commented: “The IAB believes that an ad-funded internet is essential for providing revenue to publishers so they can continue to make their content, services and applications widely available at little, or no cost.
“We believe ad blocking undermines this approach and could mean consumers have to pay for content they currently get for free.”
