Adblocking usage may be lower than expected

Rachael Micallef
By Rachael Micallef | 18 August 2016

The numbers of adblocking usage may be lower than reported, according to new research from the IAB, suggesting one in five people can’t name the adblocking software they claim to use.

As reported in Campaign UK, a poll carried out by YouGov on behalf of the IAB found that the number of adults in the UK using adblockers remained relatively steady, with 21.2% of people using the software, down slightly on the 21.7% recorded in February.

However, 22% of people who claimed to use an adblocker cited adblockers that do not exist. In addition, 22% of people who had downloaded an adblocker said they no longer use it. Lack of trust was the most common reason with 14% of respondents.

Of those who do use adblocking software, 50% use Adblock Plus. The younger demographic are also over represented with 38% of those aged 18-24 noting that they use a blocker.

YouGov surveyed 2011 adults in the UK as part of an online questionnaire to obtain the data.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus