Over one quarter of Americans use ad blockers today. That’s projected to increase to one third in 2017. While blocking software is more prevalent on laptops than mobiles, 83% say they want to install it on their smartphone.
Millennials are more likely than others to block ads, with 63% having eliminated marketing from at least one device. That includes 31% who have installed ad blocking software on their mobile.
What’s driving this trend? Bluntly, consumers hate digital ads. 92% assert ads have become more disruptive, 87% believe they see more ads, and 79% are worried about their privacy due to retargeting ads.
More than half of Americans complain that digital ads are unprofessional. About the same percentage say they insult consumers’ intelligence. OUCH.
The most disliked digital ads are pop-ups (they irritate 73% of the population), followed closely by retargeting ads, and videos that auto play. For comparison, only 36% of consumers say they dislike TV ads.
There are a few glimmers of hope for marketers. Social media and display ads are seen by many consumers as useful and not too intrusive.
Sources: eMarketer 2016, Hubspot 2016, Marketing Charts 2016, Wall Street Journal 2016