Statistics and Trends The number of people using ad blockers is staggering. An estimated 912 million people worldwide used some form of ad blocker in 2020. This number represents a significant increase from the 44 million registered users in 2012, representing a nearly 21-fold increase. Mobile usage accounts for approximately 55% of this total, while desktop usage sits at around 45%.
Evolution of ad blocker usage: a time perspective
To better understand the magnitude of list to data this growth, let’s look at the evolution of the number of ad blocker users over time:
Quarter, Year Number of ad blocker users Desktop users Mobile users
While the total number of users has been what is user generated content and how it benefits your brand Statistics and Trends steadily increasing, the proportion of internet users using ad blockers has decreased slightly since 2021, falling from 37% to 35% in Q3 202. This could be due to changes in survey methodology.
Regional distribution of ad blocker usage
Ad blocker penetration varies significantly by region. Indonesia leads the list with 40.6% of its internet users using ad blockers, followed by China and Vietnam. In contrast, Japan has one of the lowest rates, at just 19% .
Proportion of ad blocker users by country (Q3 2023)
Country Region Proportion of internet users with blockers
Indonesia Asia 40.6%
China Asia 35%
Vietnam Asia 31%
… … …
Japan Asia 19%
(Note: The full list of countries is omitted for lob directory space reasons, but complete information is available from the cited sources.)
Demographics of ad blocker users
Demographic data shows that men are more likely to use ad blockers than women. The 25-34 age group has the highest rate of use, while the 45-54 age group has the lowest rate.
Proportion of ad blocker users by gender and age
Age group Women Men
Reasons to use ad blockers
The main reason for using ad blockers is Statistics and Trends excessive advertising (69%). Other reasons include the disruption caused by ads (54%), privacy protection (40.4%), and the irrelevance of ads (37%).
Reasons to use ad blockers
Attitudes toward online advertising
A large portion of the population (40%) is annoyed by online advertising, while 31% don’t mind receiving free content in return. This information is crucial for understanding the relationship between users and the advertising experience.
Attitudes toward online advertising
Annoyance from online advertising: 40%
Annoyance from ads based on search history: 35%
Acceptance of advertising in exchange for free content: 31%
Use of ad blockers: 27%
The future of ad blockers
The number of ad blocker users continues to grow, presenting a significant challenge for the advertising industry. Companies must adapt to this new Statistics and Trends landscape, seeking strategies that respect the user experience and offer relevant, non-intrusive advertising. The key lies in finding a balance between monetization and user satisfaction, using less intrusive advertising formats and offering customization options.
Keywords: ad blockers, online advertising, statistics, trends, users, demographics, regions, impact, advertising strategies.