Ad-blocking now threatens the Internet business modelWeb and IoT


By Maduranga Jayasinghe | 2016, June 08  Views : 160












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The use of ad-blocking software, tools, and plug-ins for mobile devices as well as PCs that use to block marketing messages have nearly doubled in the past year, raising questions about the foresight of Internet and on-line business models.


22% of global smartphone users, or Some 419 million people, are blocking ads on their mobile device as of March 2016 - a study says.


North America and Europe have seen less of an impact from mobile ad-blocking so far, but mobile ad-blocking grew by 90% globally in 2015, with most of the increase in Asia. Almost a third of smartphone users are blocking ads in China, while more than 60% do so in India and Indonesia - the report says.


The worst case of annoying or intrusive ads is, that can slow sown connections for mobile users and count for data allowances, which can become costly in some parts of the world especially in third world countries.


If ad-blocking becomes widespread, however, it could undercut the Internet’s economic model, especially Facebook, Google Adsense, Youtube, Tweeter, etc. struggling to maintain their business model.



Loading times for Web pages are also reduced when the ad blockers are enabled

Users downloaded content-blocking and in-app ad-blocking apps 4.9 million times from the Apple and Android app stores in Europe and North America since September 2014, the study found. Browsers that block ads are more than twice as popular in Europe than North America, with some 27 users per thousand smartphones. Content-blocking apps are three times more popular in North America than in Europe, with nine users per thousand smartphones. Just two percent of US-based users of Apple devices have downloaded a content blocking app, it found.












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