Ad-Blockers from a User Perspective in the U.S. 2017 report

Consumer Insights report

Ad-Blockers from a User Perspective in the U.S. 2017 report

This report focusses on the usage of ad-blockers and attitudes towards advertisements. It looks at both users of ad-blockers and onliners who do not use an ad-blocking service.



Topics include

  • Very annoying or kind of annoying forms of advertising
  • Usage of ad-blocker software by age and gender
  • Share of respondents using an ad-blocker software for different devices
  • Perceived amount of advertising on the PC/laptop
  • Perceived amount of advertising on the smartphone
  • Agreement with statements on advertising
  • Turning off the ad-blocker
  • Top 5 ad-blocker by awareness and usage
  • Expenses for current ad-blocker
  • Willingness to pay for an ad-blocker

Table of contents

Key Findings:

  • Users of ad-blockers find digital forms of advertising more disturbing than other internet users
  • Most respondents use ad-blocker software, especially young onliners
  • Ad-blockers are used twice as much for laptops and PCs as for smartphones
  • Users of ad-blocker programs notice digital advertising more often than non-users
  • Young users are most likely to set exceptions for their ad-blocker
  • By far the most successful program is „Adblock Plus“, many users are not aware of any program
  • Most users currently use a free ad-blocker, though many can imagine paying for ad-blocking

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