More and more consumers are using ad blocking software but smartphone ad blocking is rare

eMarketer has reported results of a 3Q2016 survey by Audience Project of ad-blocker use by Internet users ages 15 and up in the US and UK.

Findings:

• 26% of UK respondents and 23% of US respondents used an ad blocker on their desktops.
• Only 2% of respondents in both US and UK used an ad blocker on their smartphones.

Comparable figures from earlier research done by eMarketer are: 23% desktop ad-blocker use vs. 7.8% for smartphones.

eMarketer projects that almost 70M Internet users will be using ad blockers by the end of 2016, up 34.4% from 2015.