Adblocker User Deep Dive: A Demographic and Media Behavior Snapshot

20,000 Foot View: Adblocking is arguably the single biggest disruptive threat digital media businesses have faced. But it is the users of adblockers and their motivations rather than the technology itself that matter most. Adblocker users comprise a segment that advertisers are no longer reaching online and on mobile. While publishers have to figure out how to salvage the revenue loss, advertisers, brands and agencies have to find an alternative way of reaching ad-resistant users. Not least because many are actually highly valuable tech sophisticates.

Key Findings (Data Points Are Removed From This Preview Summary)

  • X% of desktop adblocking users are male, while X% of mobile adblocking users are male
  • X% of desktop adblocking users are 35 years old or more, while X% of mobile adblocking users are 35 years old or more
  • X% of adblocking users are high music spenders
  • X% of adblocking users use a messaging app every month
  • X% of adblocking users download music or video through Peer-to-Peer networks
  • X% of adblocking users create playlists, compared to the consumer average of X%
  • X% of desktop and X% of mobile adblocking users download singles or albums, compared to the consumer average of X%
  • X% of adblocking users pay for a video subscription

Companies Mentioned: Facebook, Netflix, Shazam, Snapchat, YouTube

Charts: 3
Pages: 7
Words: 1,725
Includes PDF, Slides, data set and synopsis