By Sam Pulling
In a recent Forbes Magazine article, Niero Gonzalez, a co-founder of the gaming site Destructoid, talked about the increased prevalence of adblock on the site. Of the 3 million visitors the site attracts, approximately half of the viewers were using ad blocking software or applications.
In addition, the Forbes article elaborated on a report from PageFair, a company that tracks the use of adblockers on websites. Pagefair’s research consisted of data from 220 company websites and found that 22.7% of users were blocking ads. Overall, the report found that ad blocking is growing at a rate of 43% per year. Google Trends further supports this notion, with the fact that searches for “adblock” have doubled in the past year. A ClarityRay report also found that the average blocking rate is 9.26%.
Complimenting their findings on adblockers, PageFair found a correlation between the frequency of adblocking and the browsers. PageFair concluded that FireFox and Google Chrome are more likely to have an adblocker application, while Safari and Internet Explorer are less likely to block ads.
The simultaneous increase of online advertisements and the advertising blocking applications is a significant threat to the industry. Over the next few years, it will be interesting to see how this issue is addressed, and what new tactics will be used to reach consumers.