More than a quarter of U.K internet users will block ads in 2017, according to eMarketer's first-ever estimates of ad blocking in the U.K. By the end of 2017, the digital research firm projects that
27.0% percent of internet users or 14.7 million people will choose to block ads on at least one of their devices. Further, eMarketer estimates that of the 10.9 million people who block ads, the
majority (90.2%) will do so on a desktop or notebook PC and 28% on smartphones.
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