The latest IAB UK’s Ad Blocking Report shows the number of number of British adults online currently using ad blocking software increased to 22% from 18% in October.
The highest level of ad blocking occurs amongst 18-24 year olds (47%), while 45-54 year olds are the least likely to block ads (16%), along with women (14%).
The report reveals nearly two-thirds (64%) of respondents who downloaded the software have been asked to turn off their ad blocker. Website owners and brands are using this tactic to try and combat the use of this software to prevent loss of revenue from advertising.
Over half (54%) said, in certain situations, they would switch off their ad blocker if a website said it was the only way to access content – this rises to nearly three-quarters (73%) of 18-24 year olds.
One fifth (20%) of people no longer use ad blocking software after downloading it, however the number one reason for this was because they changed to a new device, followed by not being able to access the content they want.
The report shows people would be less likely to block ads (cited by 45%) if they didn’t interfere with what they were doing (29%), followed by having fewer ads and and more relevant (12%).
Whilst ad blocking is on the rise, it doesn’t mean the end of advertising. Advertisers and publishers are aware of the problem and working to improve the situation. The IAB have also launched their own initiative to tackle ad blocking called L.E.A.N. – a set of guidelines designed to improve ads.