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ComScore Finds Ad Blockers Are Employed By 10% of U.S. Desktop Users

Despite the furor over ad blocking, a report by comScore finds that ad blockers are employed by just 10% of U.S. desktop users. The data in the report was collected in December from comScore’s panel of around 1 million U.S. desktop users. It reflects a slightly lower rate of adoption and escalation in the use of ad blocking than data from some other companies that have made headlines in recent months, according to a report in the Wall Street Journal.

The comScore report shows that the overall rate of ad blocking on desktop in the U.S. was "relatively stable during the second half of last year, amounting to 9.7% of users in December compared with 9.5% in May," the Journal reported. "Adoption among younger users is higher than average, according to comScore. While the data varies widely, in Germany and the U.K., ad blocking rates have been estimated at anywhere from 20 to 30% of desktop users, much higher than comScore's findings.

Read the whole story at Wall Street Journal »

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