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KP INTERNET TRENDS 2017 | Internet Trends 2017 Report

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KP INTERNET TRENDS 2017 | PAGE 18
Ad Blocking = Growth Continues…Especially in Developing Markets…
Users Increasingly Opt Out of Stuff They Don’t Want
0
100
200
300
400
2009 2010 2011 2012 2013 2014 2015 2016
GlobalAdblockingUsers(MM)
Desktop Adblocking Software Users
Mobile Adblocking Browser Users
Adblocking Users on Web
(Mobile + Desktop), Global, 4/09 – 12/16
Adblocking Penetration
(Mobile + Desktop), Selected
Countries, 12/16
Country Desktop Mobile
China 1% 13%
India 1% 28%
USA 18% 1%
Brazil 6% 1%
Japan 3% --
Russia 6% 3%
Germany 28% 1%
Indonesia 8% 58%
UK 16% 1%
France 11% 1%
Canada 24% --
Source: PageFair 2015, 2017 reports. These two data sets have not been de-duplicated. The number of desktop adblockers after 1/16 are estimates based on the
observed trend in desktop adblocking and provided by PageFair. Note that mobile adblocking refers to web / browser-based adblocking and not in-app adblocking.
Desktop adblocking estimates are for global monthly active users of desktop adblocking software between 4/09 – 12/16, as calculated in the PageFair’s 2015 and 2017
reports. Mobile adblocking estimates are for global monthly active users of mobile browsers that block ads by default between 9/14 – 12/16, including the number of
Digicel subscribers in the Caribbean (added 10/15), as calculated in the PageFair & Priori Data 2016 and PageFair 2017 Adblocking Report.

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