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KP INTERNET TRENDS 2017 | Internet Trends 2017 Report


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Ad Blocking = Growth Continues…Especially in Developing Markets…
Users Increasingly Opt Out of Stuff They Don’t Want
2009 2010 2011 2012 2013 2014 2015 2016
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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