Ahead of the launch of Google Chrome’s built-in ad-blocker, this week’s series of charts will focus on ad-blocking, beginning today by exploring the main motivations behind this behavior. 

Privacy concerns are not the driving force behind the deployment of these tools, with only around 1 in 4 ad-blockers doing so due to a concern of how ads are compromising their privacy online – this figure, however, is likely affected by the level of awareness around privacy issues online more generally.

Instead, ad-blocker users are most likely to be blocking ads out of frustration – believing that ads are annoying, irrelevant or simply too intrusive, and these leading attitudes are visible when controlling for age, income, and world region. 1 in 2 are also frustrated with the number of ads on the internet, showing how the digital marketing space is perhaps reaching its saturation point.

Until consumer experience is prioritized over the number of ads served, or marketers are more transparent about how ads fund free content online, the ad-blocking trend is one that is unlikely to slow down any time soon.

Ad-blocker users are defined as internet users aged 16-64 who say they used an ad-blocker to stop ads being displayed last month.

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