In the past few months the rate of new mobile users downloading and installing ad blockers has more than tripled, and if this rate of mobile ad-blocking continues, more than 80% of smartphone owners could be actively blocking ads by the middle of 2017.
That’s according to a new report from mobile marketing tech firm Tune, which surveyed nearly 4,000 smart phones users in the U.S. and Europe about their ad-blocking habits, finding that as of January 2016, 25% of mobile users have already installed an app or browser that can block ads.
“Monetizing content through advertising will always be a relevant way for publishers to make money,” said Tune CEO Peter Hamilton. “That said, it is up to advertisers and publishers to work together to dramatically improve the experience so that consumers can give feedback on bad advertising and receive assurance of their privacy. The more advertisers and publishers work together transparently, the better.”