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Following on from yesterday’s chart – where we looked at the top reasons for ad-blocking as a whole – today we examine the motivations which are driving people to block ads on their mobiles specifically.
To date, the common consensus has been that practical reasons tend to be behind the recent boom in mobile ad-blocking. Users turn to ad-blocking browsers or plug-ins to protect their data allowances or battery life and to improve the speed of their internet browsing.
However, GWI’s new research shows that these issues are important to just a third of mobile ad-blockers. While we certainly shouldn’t dismiss them – especially as they remain highly consistent across each age group – it’s clear that mobile ad-blocker users are primarily driven by advertising overload. Once again, it’s a case of the industry needing to concentrate on quality rather than quantity.
