With the latest iOS update, Apple has allowed apps that block display advertising in mobile Safari, which caused a bit of a stir among online publishers. Enabling ad blocking in mobile browsers will probably mean that more and more publishers will be forced to move their content from mobile websites to designated apps where advertising cannot be blocked.
However, for Apple to allow ad blocking in Safari may not be such big a deal, because users are spending the vast majority of their time in mobile apps anyway. According to data from Flurry Analytics, Americans spent an average of 3 hours and 40 minutes per day using mobile devices in the past quarter. Of that total, they spent 90 percent using apps and just 10 percent using a mobile browser. Considering these numbers, being forced to make their own apps could turn out to be a blessing in disguise for content providers, as consumers clearly prefer apps over mobile websites.
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