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Ad blocking user penetration rate in the United States from 2014 to 2018, by device
Ad blocking penetration in the U.S. 2014-2018, by device
In 2018, roughly 22 percent of laptop/desktop users blocked ads on their devices, which is a ten percent increase compared to four years earlier. The ad blocking user penetration rate for smartphones stood at roughly 10 percent in 2018.

Attitudes towards digital advertising

In 2019, adults in the United States were asked about their views on targeted ads online, which are ads that are shown to you based on your demographic data and your browser history. Just over 50 percent of respondents considered targeted ads to be an inappropriate use of personal data. In the second quarter of 2018, U.S. respondents were asked about their attitudes towards ads and ad blockers. The results showed that almost 50 percent of these respondents had a negative attitude towards ads and had also used an ad blocker.

Digital ad spending

Digital ad spending in the United States amounted to some 130 billion U.S. dollars in 2019. By 2023, however, this amount is projected to increase by roughly 64 percent. Digital advertising spending worldwide is expected to increase by over 180 billion U.S. dollars between 2019 and 2023.
Ad blocking user penetration rate in the United States from 2014 to 2018, by device
Laptop/desktopSmartphone
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Sources

Release date

February 2017

Region

United States

Survey time period

2014 to 2016

Ad blocking penetration in the U.S. 2014-2018, by device
In 2018, roughly 22 percent of laptop/desktop users blocked ads on their devices, which is a ten percent increase compared to four years earlier. The ad blocking user penetration rate for smartphones stood at roughly 10 percent in 2018.

Attitudes towards digital advertising

In 2019, adults in the United States were asked about their views on targeted ads online, which are ads that are shown to you based on your demographic data and your browser history. Just over 50 percent of respondents considered targeted ads to be an inappropriate use of personal data. In the second quarter of 2018, U.S. respondents were asked about their attitudes towards ads and ad blockers. The results showed that almost 50 percent of these respondents had a negative attitude towards ads and had also used an ad blocker.

Digital ad spending

Digital ad spending in the United States amounted to some 130 billion U.S. dollars in 2019. By 2023, however, this amount is projected to increase by roughly 64 percent. Digital advertising spending worldwide is expected to increase by over 180 billion U.S. dollars between 2019 and 2023.
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