The gist: eMarketer has scaled back its estimate of ad block users in the U.S.
More information: “eMarketer has scaled back its estimates of ad blocking users in the US, reducing the number to 75.1 million. At that level, more than one-quarter (27.5%) of US internet users will use ad blockers this year,” eMarketer wrote.
The previous estimate called for 86 million ad block users in 2017. However, despite the reduced estimates, eMarketer still notes that the number of ad block users is expected to rise 16.2% this year.
“As has long been the case, ad blocking is considerably more common among desktop/laptop users than smartphone users,” eMarketer added. “For smartphones, the incidence of ad blocking remains relatively low, at less than 8%, eMarketer estimates. That’s partly because mobile ad blockers are often not as effective—especially within apps—as they are on desktops and laptops.”
The article continued: “Not surprisingly, ad blocking continues to be far more prevalent among younger people. This year, 41.1% of millennials will use ad blockers, eMarketer estimates. The level is considerably lower among Gen X internet users, at 26.9%. And among baby boomers, ad blocking is still quite rare at 13.9%.”