Nearly 50% of Americans 18-24 Use Ad Blockers
NEW YORK, NY — How much should advertisers and marketers worry about ad blockers? It depends on who they are trying to reach. According to eMarketer, usage of ad blockers will grow 16.2% in the United States this year to more than 75 million users. That’s slightly lower than the 85 million forecast last June. While overall usage is not widespread, yet, its adoption by millennials could continue to be an obstacle for advertisers targeting young people.
eMarketer defines an ad blocking user as an internet user who accesses the internet at least once per month via any device (including a mobile device) that has an ad blocker enabled.
This year, nearly 37 million millennials (41.1% of those born between 1981 and 2000) will browse the internet on a device that has an ad blocker enabled. Within that generation, 18-24-year-olds are the heaviest users of ad blockers; 49.9% of them will use one (or 51.0% of internet users within that age group). In the early days of ad blocking, penetration rates among 18-24-year-olds and 25-34-year-olds were similar. However, the gap is widening as the younger group adopts them in greater numbers.
“Millennials are more likely to have an ad blocker enabled than those in any other demographic group,” said eMarketer forecasting analyst Shelleen Shum. “Those in this group are more tech savvy than older adults, more willing to adopt new technology and tend to spend more time on the internet browsing and watching videos.”
According to eMarketer, there is some good news for advertisers looking to target millennials. Adoption of ad blockers is still low on smartphones, where young people spend the majority of their time. That’s partly because mobile ad blockers are often not as effective on mobile, especially within apps, as they are on desktops and laptops. This year, 20.1% of Americans will block ads on desktops and laptops, while just 7.9% will do so on smartphones, even though adults spend more time per day with mobile than with desktops/laptops.
Publishers’ efforts to restrict content to those with ad blockers enabled seems to be working. And some publishers have made a conscious effort to switch to less intrusive ad formats.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media