SlideShare a Scribd company logo

The state of ad blocking - September 2015

Sourcepoint and comScore have worked together to research and measure the growing ad blocking trend. This document highlights some initial findings and is focused on the incidence of ad blocking from several perspectives.

1 of 11
Download to read offline
The state of ad blocking
Sourcepoint & comScore – September 2015
©  comScore,  Inc.  Proprietary. 2
Introduction
Sourcepoint and comScore have worked togetherto research and measure the growing
ad blockingtrend. This document highlights some initial findings and is focused on the
incidence of ad blockingin several markets and its correlation to demographic data,top
media properties and content category.
It also provides an early look at mobile ad blocking,which is expected to experience
significant growth in the comingmonths based on the inclusion of content blocking
capabilities in iOS9 and new products beingintroducedforboth iOS and Android devices.
Later this year, additional research will be published that will provide greater detail and
granularity around the issue of ad blocking.
©  comScore,  Inc.  Proprietary. 3
Ad Blocking Rates by Country (Unique Visitors)
1 in 10 Block Ads in the
US and UK, but it’s 1 in 4
in France and Germany.
The percentageof
internet users with ad
blocking software is
higher than publishers
would like across
markets but the
behavior has become
particularly widespread
in Franceand Germany,
where online privacy
concerns are high.
9%
10%
14% 14%
16%
24%
27%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
US UK Netherlands Spain Canada Germany France
Source:   comScore  UDM,  June   2015 (Desktop  users  only)
©  comScore,  Inc.  Proprietary. 4
Ad Blocking Rates by Country (Page Views)
Ad Blockers consume
more page viewsthan
averageinternet users.
Acrosseach of the
markets studied the
percentageof page
views affected by ad
blocking exceeded the
percentageof unique
visitors, indicating that
those who block ads
consume more internet
content on average.
12%
13%
16% 16% 16%
28%
30%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
US UK Netherlands Spain Canada Germany France
Source:   comScore  UDM,  June   2015 (Desktop  users  only)
©  comScore,  Inc.  Proprietary. 5
Ad Blocking Incidence: Demographic
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Age:18-24 Age:25-34 Age:35-44 Age:45-54 Age:55-64 Age:65+
US
UK
Netherlands
Spain
Canada
Germany
France
Ad Blocking SkewstoMillennials. The 18-24 yearold agesegment had highest incidence of ad blocker use in every
market included in this study, while 25-34 year olds also had above averageratesacrossthe board. In general, the
incidence of ad blocking has an inverserelationship with age.
Source:   comScore  UDM,  June   2015 (Desktop  users  only)
©  comScore,  Inc.  Proprietary. 6
Ad Blocking Incidence: Total Internet vs. Highest Income Segment
9% 10%
16%
24%
27%
12% 12%
18%
26%
27%
0%
5%
10%
15%
20%
25%
30%
US UK Canada Germany France
Average Highest Income Segment
Ad Blocking Increaseswith Income.Across most of the markets analyzed, the highest income demographicsegment
had a greaterpercentageof ad blockers among its ranks. The exception to this rule wasFrance, which had a consistently
high incidence of ad blockers acrossincome segments.
Source:   comScore  UDM,  June   2015 (Desktop  users  only)

Recommended

PageFair INMA 6 November 2015
PageFair INMA 6 November 2015PageFair INMA 6 November 2015
PageFair INMA 6 November 2015Johnny Ryan
 
Adblock & Global video - 2015
Adblock & Global video - 2015Adblock & Global video - 2015
Adblock & Global video - 2015FrenchWeb.fr
 
The Rise of Adblocking
The Rise of AdblockingThe Rise of Adblocking
The Rise of AdblockingCody Beck
 
Ad Blocking: A Consumer Right.
Ad Blocking: A Consumer Right. Ad Blocking: A Consumer Right.
Ad Blocking: A Consumer Right. Shine Technologies
 
Adblocking Goes Mainstream
Adblocking Goes MainstreamAdblocking Goes Mainstream
Adblocking Goes MainstreamPageFair
 
Adblocking Goes Mobile - 2016 PageFair Mobile Report
Adblocking Goes Mobile - 2016 PageFair Mobile ReportAdblocking Goes Mobile - 2016 PageFair Mobile Report
Adblocking Goes Mobile - 2016 PageFair Mobile ReportPageFair
 

More Related Content

What's hot

Adblocking insights, statistics and trends
Adblocking insights, statistics and trendsAdblocking insights, statistics and trends
Adblocking insights, statistics and trendsBAM
 
2015 Ad Blocking Report
2015 Ad Blocking Report2015 Ad Blocking Report
2015 Ad Blocking ReportWebrazzi
 
2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of AdblockingPageFair
 
Ad Blocking & The Future of Digital Advertising
Ad Blocking & The Future of Digital AdvertisingAd Blocking & The Future of Digital Advertising
Ad Blocking & The Future of Digital AdvertisingHanna Kassis
 
PageFair-DCN global stakeholders' roundtable on adblocking
PageFair-DCN global stakeholders' roundtable on adblocking PageFair-DCN global stakeholders' roundtable on adblocking
PageFair-DCN global stakeholders' roundtable on adblocking Johnny Ryan
 
White paper on the hidden cost of adblock
White paper on the hidden cost of adblockWhite paper on the hidden cost of adblock
White paper on the hidden cost of adblockPageFair
 
Slides from FIPP (global magazine association) webinar on 2016 mobile report
Slides from FIPP (global magazine association) webinar on 2016 mobile reportSlides from FIPP (global magazine association) webinar on 2016 mobile report
Slides from FIPP (global magazine association) webinar on 2016 mobile reportJohnny Ryan
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
 
Brand Safety and the Unblocked Web
Brand Safety and the Unblocked WebBrand Safety and the Unblocked Web
Brand Safety and the Unblocked WebPageFair
 
16 for 16 trends handbook - Ignition one - 2016
16 for 16 trends handbook - Ignition one - 201616 for 16 trends handbook - Ignition one - 2016
16 for 16 trends handbook - Ignition one - 2016Romain Fonnier
 
Ignition one - digital marketing report - Q3 2015
Ignition one - digital marketing report - Q3 2015Ignition one - digital marketing report - Q3 2015
Ignition one - digital marketing report - Q3 2015Romain Fonnier
 
In mobi app_insight_report
In mobi app_insight_reportIn mobi app_insight_report
In mobi app_insight_reportSon Aris
 
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, Teads
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, TeadsDWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, Teads
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, TeadsIDATE DigiWorld
 

What's hot (16)

Adblocking insights, statistics and trends
Adblocking insights, statistics and trendsAdblocking insights, statistics and trends
Adblocking insights, statistics and trends
 
Adobe's 2015 Ad Blocking Report
Adobe's 2015 Ad Blocking ReportAdobe's 2015 Ad Blocking Report
Adobe's 2015 Ad Blocking Report
 
2015 Ad Blocking Report
2015 Ad Blocking Report2015 Ad Blocking Report
2015 Ad Blocking Report
 
2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking2015 Ad Blocking Report - The Cost of Adblocking
2015 Ad Blocking Report - The Cost of Adblocking
 
Ad Blocking & The Future of Digital Advertising
Ad Blocking & The Future of Digital AdvertisingAd Blocking & The Future of Digital Advertising
Ad Blocking & The Future of Digital Advertising
 
PageFair-DCN global stakeholders' roundtable on adblocking
PageFair-DCN global stakeholders' roundtable on adblocking PageFair-DCN global stakeholders' roundtable on adblocking
PageFair-DCN global stakeholders' roundtable on adblocking
 
White paper on the hidden cost of adblock
White paper on the hidden cost of adblockWhite paper on the hidden cost of adblock
White paper on the hidden cost of adblock
 
Slides from FIPP (global magazine association) webinar on 2016 mobile report
Slides from FIPP (global magazine association) webinar on 2016 mobile reportSlides from FIPP (global magazine association) webinar on 2016 mobile report
Slides from FIPP (global magazine association) webinar on 2016 mobile report
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
Brand Safety and the Unblocked Web
Brand Safety and the Unblocked WebBrand Safety and the Unblocked Web
Brand Safety and the Unblocked Web
 
Global Mobile Advertising
Global Mobile AdvertisingGlobal Mobile Advertising
Global Mobile Advertising
 
16 for 16 trends handbook - Ignition one - 2016
16 for 16 trends handbook - Ignition one - 201616 for 16 trends handbook - Ignition one - 2016
16 for 16 trends handbook - Ignition one - 2016
 
Ignition one - digital marketing report - Q3 2015
Ignition one - digital marketing report - Q3 2015Ignition one - digital marketing report - Q3 2015
Ignition one - digital marketing report - Q3 2015
 
AgencySurvey_CA
AgencySurvey_CAAgencySurvey_CA
AgencySurvey_CA
 
In mobi app_insight_report
In mobi app_insight_reportIn mobi app_insight_report
In mobi app_insight_report
 
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, Teads
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, TeadsDWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, Teads
DWS16 - Plenary - Will adblocking kill the ads business - Pierre Chappaz, Teads
 

Similar to The state of ad blocking - September 2015

2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFairMargarita Zlatkova
 
Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Михаил Климарёв
 
The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015Romain Fonnier
 
PageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking ReportPageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking Reportyann le gigan
 
The cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportThe cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportRomain Fonnier
 
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?Digiday
 
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...IAB Europe
 
Tackling ad fraud in 2016
Tackling ad fraud in   2016Tackling ad fraud in   2016
Tackling ad fraud in 20169Media Online
 
GroupM Brand Safety Playbook For Marketers
GroupM Brand Safety Playbook For MarketersGroupM Brand Safety Playbook For Marketers
GroupM Brand Safety Playbook For MarketersSocial Samosa
 
GroupM Brand Safety Playbook 2020
GroupM Brand Safety Playbook 2020GroupM Brand Safety Playbook 2020
GroupM Brand Safety Playbook 2020GroupM THailand
 
Intro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartIntro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartqualitywebmarketing
 
Intro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartIntro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartGreg Stuart
 
In Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg StuartIn Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg Stuartronewmedia_academy
 
eMarketer Roundup: Optimizing Mobile Advertising
eMarketer Roundup: Optimizing Mobile AdvertisingeMarketer Roundup: Optimizing Mobile Advertising
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
 
Software Fail Watch: 2015 in Review
Software Fail Watch: 2015 in ReviewSoftware Fail Watch: 2015 in Review
Software Fail Watch: 2015 in ReviewChelsea Frischknecht
 
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David MailTargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David MailTargetSummit
 
Adobe Digital Insights Advertising Demand Report 2016: North America
Adobe Digital Insights Advertising Demand Report 2016: North AmericaAdobe Digital Insights Advertising Demand Report 2016: North America
Adobe Digital Insights Advertising Demand Report 2016: North AmericaAdobe
 
Canadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersCanadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersRodd SL
 

Similar to The state of ad blocking - September 2015 (20)

2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair2015 Report on the cost of ad blocking by PageFair
2015 Report on the cost of ad blocking by PageFair
 
Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015Отчет об использовании AdBlock в мире 2015
Отчет об использовании AdBlock в мире 2015
 
The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015The cost of adblocking - Adobe - 2015
The cost of adblocking - Adobe - 2015
 
PageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking ReportPageFair and Adobe 2015 Ad Blocking Report
PageFair and Adobe 2015 Ad Blocking Report
 
The cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 ReportThe cost of ad blocking - Page Fair and Adobe 2015 Report
The cost of ad blocking - Page Fair and Adobe 2015 Report
 
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?
 
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...
Interact 2017 Keynote speech: Measuring the future by Gian Fulgoni, CEO & Co-...
 
Tackling ad fraud in 2016
Tackling ad fraud in   2016Tackling ad fraud in   2016
Tackling ad fraud in 2016
 
GroupM Brand Safety Playbook For Marketers
GroupM Brand Safety Playbook For MarketersGroupM Brand Safety Playbook For Marketers
GroupM Brand Safety Playbook For Marketers
 
GroupM Brand Safety Playbook 2020
GroupM Brand Safety Playbook 2020GroupM Brand Safety Playbook 2020
GroupM Brand Safety Playbook 2020
 
TURN.com Global digital audience_report_October 2013
TURN.com Global digital audience_report_October 2013TURN.com Global digital audience_report_October 2013
TURN.com Global digital audience_report_October 2013
 
New Revenue Models for Digital Publishers
New Revenue Models for Digital PublishersNew Revenue Models for Digital Publishers
New Revenue Models for Digital Publishers
 
Intro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuartIntro to-online-advertising-greg-stuart
Intro to-online-advertising-greg-stuart
 
Intro To Online Advertising Greg Stuart
Intro To Online Advertising Greg StuartIntro To Online Advertising Greg Stuart
Intro To Online Advertising Greg Stuart
 
In Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg StuartIn Depth Introdution on Online Advertising by Greg Stuart
In Depth Introdution on Online Advertising by Greg Stuart
 
eMarketer Roundup: Optimizing Mobile Advertising
eMarketer Roundup: Optimizing Mobile AdvertisingeMarketer Roundup: Optimizing Mobile Advertising
eMarketer Roundup: Optimizing Mobile Advertising
 
Software Fail Watch: 2015 in Review
Software Fail Watch: 2015 in ReviewSoftware Fail Watch: 2015 in Review
Software Fail Watch: 2015 in Review
 
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David MailTargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
 
Adobe Digital Insights Advertising Demand Report 2016: North America
Adobe Digital Insights Advertising Demand Report 2016: North AmericaAdobe Digital Insights Advertising Demand Report 2016: North America
Adobe Digital Insights Advertising Demand Report 2016: North America
 
Canadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for MarketersCanadian Ad Blocking Study 2016 IAB for Marketers
Canadian Ad Blocking Study 2016 IAB for Marketers
 

Recently uploaded

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonAPNIC
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPTPraveenKumarThota7
 
Model Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfModel Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfgalfinprihardiputra0
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonAPNIC
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Prometix Pty Ltd
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Damar Juniarto
 

Recently uploaded (6)

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPT
 
Model Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdfModel Jaringan network jaringan komputer.pdf
Model Jaringan network jaringan komputer.pdf
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff Huston
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023
 

The state of ad blocking - September 2015

  • 1. The state of ad blocking Sourcepoint & comScore – September 2015
  • 2. ©  comScore,  Inc.  Proprietary. 2 Introduction Sourcepoint and comScore have worked togetherto research and measure the growing ad blockingtrend. This document highlights some initial findings and is focused on the incidence of ad blockingin several markets and its correlation to demographic data,top media properties and content category. It also provides an early look at mobile ad blocking,which is expected to experience significant growth in the comingmonths based on the inclusion of content blocking capabilities in iOS9 and new products beingintroducedforboth iOS and Android devices. Later this year, additional research will be published that will provide greater detail and granularity around the issue of ad blocking.
  • 3. ©  comScore,  Inc.  Proprietary. 3 Ad Blocking Rates by Country (Unique Visitors) 1 in 10 Block Ads in the US and UK, but it’s 1 in 4 in France and Germany. The percentageof internet users with ad blocking software is higher than publishers would like across markets but the behavior has become particularly widespread in Franceand Germany, where online privacy concerns are high. 9% 10% 14% 14% 16% 24% 27% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% US UK Netherlands Spain Canada Germany France Source:   comScore  UDM,  June   2015 (Desktop  users  only)
  • 4. ©  comScore,  Inc.  Proprietary. 4 Ad Blocking Rates by Country (Page Views) Ad Blockers consume more page viewsthan averageinternet users. Acrosseach of the markets studied the percentageof page views affected by ad blocking exceeded the percentageof unique visitors, indicating that those who block ads consume more internet content on average. 12% 13% 16% 16% 16% 28% 30% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% US UK Netherlands Spain Canada Germany France Source:   comScore  UDM,  June   2015 (Desktop  users  only)
  • 5. ©  comScore,  Inc.  Proprietary. 5 Ad Blocking Incidence: Demographic 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Age:18-24 Age:25-34 Age:35-44 Age:45-54 Age:55-64 Age:65+ US UK Netherlands Spain Canada Germany France Ad Blocking SkewstoMillennials. The 18-24 yearold agesegment had highest incidence of ad blocker use in every market included in this study, while 25-34 year olds also had above averageratesacrossthe board. In general, the incidence of ad blocking has an inverserelationship with age. Source:   comScore  UDM,  June   2015 (Desktop  users  only)
  • 6. ©  comScore,  Inc.  Proprietary. 6 Ad Blocking Incidence: Total Internet vs. Highest Income Segment 9% 10% 16% 24% 27% 12% 12% 18% 26% 27% 0% 5% 10% 15% 20% 25% 30% US UK Canada Germany France Average Highest Income Segment Ad Blocking Increaseswith Income.Across most of the markets analyzed, the highest income demographicsegment had a greaterpercentageof ad blockers among its ranks. The exception to this rule wasFrance, which had a consistently high incidence of ad blockers acrossincome segments. Source:   comScore  UDM,  June   2015 (Desktop  users  only)
  • 7. ©  comScore,  Inc.  Proprietary. 7 Ad Blocking Incidence: Top 100 Media Properties Source:   comScore  UDM,  June   2015 (Desktop  users  only) 27 35 23 16 19 7 3 60 52 50 63 49 33 18 10 11 15 19 22 20 26 6 6 24 35 4 4 12 14 4 4 0 10 20 30 40 50 60 70 80 90 100 US UK Netherlands Spain Canada Germany France 50%+ 40-49.9% 30-39.9% 20-29.9% 10-19.9% 0-9.9% Certain Top Media Properties Attract a High PercentageofAd Blockers. The Top 100 media properties across markets had varying degreesof ad blocking amongst their audiences.While the majority of these audiences fell into the <20% threshold, a much higher percentageof media properties came from the 30%+ buckets in Franceand Germany.
  • 8. ©  comScore,  Inc.  Proprietary. 8 Ad Blocking Incidence: Content Category Source:   comScore  UDM,  June   2015 (Desktop  users  only) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Bus/Finance Games Health Lifestyles News/Info Social Media Sports US UK Netherlands Spain Canada Germany France Certain Content CategoriesareMore Exposed toAd Blocking. In many of the markets studied, the percentageof ad blockers was elevatedin certaincategoriessuch as Online Games and Social Media. In Germany, the percentage affecting the Lifestylescategorywasthe highest of any measured.
  • 9. ©  comScore,  Inc.  Proprietary. 9Source:   Sourcepoint   Analytics,   July  2015 Ad Blocker Market Share & Emerging Blockers Marketfor Ad Blockers is Fragmenting.New entrants like uBlock and Adguard have each grown to over 1 million daily active usersin less than a year. Eyeo’s Adblock Plus owns slightly more than half the market, although its “acceptable ads” programis driving usersto “pure” ad blocking software. 38% 51% 4% 3% 2% 1% 1% Adblock (Chrome) Adblock Plus Adblock Pro Adblock for Youtube Ublock Origin Adguard Adblocker Other 222% 833% 231% 65% 84% 0.0% 200.0% 400.0% 600.0% 800.0% uBlock uBlock Origin AdguardAdblocker Adblock Pro Adblock for Youtube Ad Blocker Market Share Growth ofEmerging AdBlockers 10 month period, November 2014– August 2015
  • 10. ©  comScore,  Inc.  Proprietary. 10Source:   Sourcepoint   Analytics,   July  2015 Mobile Ad Blocking Rates by Country (Page Views) 0.1% 0.1% 0.1% 0.2% 0.2% 0.4% 0.5% 7.9% 9.0% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% UK US Netherlands France Canada Spain Germany China India Mobile ad blocking has significant traction in India &China. Mobile ad blocking is currentlymainly availablethrough niche browsers such as UCBrowser, and Maxthon, which have built up significant user basesin Asia.The introduction of content blocking in iOS9 is expected to increasemobile ad blocking in Europe and North America.
  • 11. ©  comScore,  Inc.  Proprietary. 11 Methodology The  comScore  data  included  in  the  report  is  derived   from  its  opt-­in  panel  of  approximately  2  million   desktop  internet  users  from  around  the  world.  The   data  is  collected  through  passive  observation  of  a   sample  group.  The  results  are  then  statistically   weighted  to  provide  an  accurate  representation  of   each  included  country’s  Internet  population.   http://www.comscore.com/ The  Sourcepoint  data  included  in  this  report  is  based   on  analysis  of  actual  ad  block  instances  – both   desktop  and  mobile  – faced  by  dozens  of  premium   publishers.  In  addition,  Sourcepoint  provided   Comscore  with  details  on  how  its  panel  could  be   used  to  detect  the  presence  of  the  most  popular  ad   blocking  software. http://www.sourcepoint.com/