Global Adblocking-Enabled Devices

Global Adblocking-Enabled Devices

Proof Point

Global adblocking-enabled devices grew 75.61% annually between 2010 and 2016, from 21 million to 616 million, with mobile driving growth

Global Adblocking-Enabled Devices

2010 – 2016 (millions)

Note: Mobile adblocking used in chart refers to web/browser-based adblocking, not in-app blocking

Proof Point Findings

  • Adblock Software – Used to remove, override or alter ads from website or mobile app
  • Global Adblocking Growth – Total devices grew 75.61% annually from 21 million in beginning of 2102 to 616 million by end of 2016
  • Mobile Over Desktop – Though mobile adblocking usage only started in 2014, it already surpassed desktop usage with 380 million devices (62%) in 2017
  • Key Growth Drivers – Includes proliferation of desktop and mobile adblock software, growing demand for adblock-enabled devices, emergence of increasingly intrusive online advertising formats (e.g. pre-loaded videos and pop-up ads), shorter consumer attention span, growing preference for digital devices to consume content



Information Technology, Telecommunications


Date Last Updated

June 15, 2017

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