2017手机广告拦截现状（英文版）-1mb

报告摘要

The State of Mobile Ad-Blocking in the USA (2017 Summary)

Core Content

This report examines the state of mobile ad-blocking in the United States in 2017, focusing on the current trends, user motivations, and barriers to adoption. It highlights the relatively low adoption rate of mobile ad-blocking compared to desktop and laptop usage, despite the growing time spent on mobile internet.

Main Findings

Mobile Ad-Blocking Adoption Rates

Only 15% of US internet device owners block ads on their mobile devices.
22% of current ad-blocker users block ads on their smartphones, with 68% using laptops and 51% using desktop PCs.
The lowest awareness of mobile ad-blocking is observed among 6 in 10 users who have not blocked ads on their mobile.

Primary Motivations for Ad-Blocking

Ad-fustration is the main reason for using ad-blockers in the US.
- 49% of users block ads due to them being too many, annoying, or irrelevant.
- 40% block ads because they think there are too many ads on the internet.
- 40% find online ads intrusive.
- 37% feel ads take up too much screen space.
Privacy concerns are also significant, with 29% of users worried about ads compromising their online privacy, and 25% disliking personalized ads.

Ad-Blocking Segmentation

Frustrated Ad-Blockers (43%) are the largest segment.
Privacy Ad-Blockers (29%) and Selective Ad-Blockers (24%) follow.
Device-Sharing Ad-Blockers (22%) and Practical Ad-Blockers (13%) are smaller segments.

Awareness of Mobile Ad-Blocking

Only 45% of US internet device owners are aware that they can block ads on their mobile.
Younger users (especially 25-34 age group) are more likely to be aware of ad-blocking options.
Women are significantly less aware of mobile ad-blocking compared to men.

Awareness of Mobile Ad-Blocking Brands

50% of mobile ad-blocker users can name the specific ad-blocker they use.
77% of non-users who are aware of mobile ad-blocking cannot name a specific brand.

Benefits of Mobile Ad-Blocking

70% are aware that mobile ad-blockers prevent intrusive ads.
58% know they can protect their online privacy.
55% recognize that ad-blockers reduce mobile data usage.
53% are aware of the security benefits.
47% know they can save battery life.

Multi-Browser Usage on Mobile

Only 14% of smartphone owners use an additional browser.
35% of users stick to the default browser and have never considered using another.
47% of multi-browser users say they use different browsers for different purposes.
33% use an additional browser for faster page loading.
26% use it for privacy.
19% use it for ad-blocking.

Issues with Mobile Browsing Without Ad-Blocking

33% of smartphone users say they see too many ads when browsing without ad-blocking.
28% say pages take too long to load.
23% worry about online privacy and malware risks.

Consumer Attitudes Toward Ad-Blocking and Advertising

47% of smartphone owners prefer to block all ads on their mobile.
22% don’t mind seeing respectful ads.
19% are willing to donate money to support websites.
41% trust ad-blocker providers to define and enforce rules for respectful ads.
34% trust an independent committee.
24% trust the ad industry.

Key Information

Education and awareness are crucial for increasing mobile ad-blocking adoption in the US.
Brand familiarity and the need to download an additional browser are major barriers to mobile ad-blocking.
Privacy and ad-fustration are the leading concerns driving ad-blocking behavior.
Mobile ad-blocking is still in its early stages in the US, but there is significant underlying demand.
Multi-device usage and selective ad-blocking indicate that users are not entirely avoiding ads, but are actively managing their exposure.

Conclusion

The US market for mobile ad-blocking is still in its infancy, with low adoption and awareness rates. However, there is a clear demand for tools that can enhance the mobile browsing experience by reducing ad overload and improving user experience. Addressing these barriers through better education and more accessible ad-blocking solutions could lead to a significant increase in mobile ad-blocking usage.

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