According to Backlinko, 42.7% of internet users worldwide (16-64 years old) use ad blocking tools at least once a month. This means that over 1.5 billion people are using ad blockers. Ad blocking is most common in emerging markets, with Vietnam, China, Indonesia, South Africa, and Taiwan having the highest ad blocking rates.
In the United States, 27% of internet users block ads. This is slightly lower than the worldwide average, but it is still a significant number of people.
Ad blocking is also becoming more common on mobile devices. In 2022, 38% of global smartphone users used ad blockers. This is up from 27% in 2021.
There are a number of reasons why people use ad blockers. The most common reason is that they find ads to be annoying or intrusive. Other reasons include concerns about privacy and security, and the desire to improve website loading times.
The rise of ad blocking is a challenge for the advertising industry. However, it is also an opportunity for publishers and advertisers to create more engaging and less intrusive ad experiences.