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A new report has found that more than 10 percent of the Internet population is now using an ad-blocker.

In its study, which is entitled The State of the Blocked Web: 2017 Global AdBlock Report, anti-adblocking solutions provider PageFair reveals that 11 percent of Internet users were employing ad-blocking software as of December 2016.

Use of ad-blockers surged worldwide by 30 percent between December 2015 and December 2016. This growth brought the number of devices running adblock software globally to more than 600 million. 62 percent of those were mobile devices, a medium which continues to see more and more users install ad-blocking solutions. Indeed, the Asian-Pacific region alone saw mobile ad-blocker usage increase by 40 percent.

Of course, not everyone is happy about these findings.

Ad-blockers are believed to cost businesses tens of billions of dollars in lost advertising revenue each year. In response, organizations are coming up with ways to discourage visitors to their websites from using ad-blocking software. One of the most common tactics is for businesses to create an adblock wall, a barrier which prevents users from visiting a web page unless they disable their ad-blocker for that website or uninstall their tool altogether.

None of these efforts have so far discouraged users. PageFair found that interruptive ad formats and security concerns are the chief reasons why users continue to install ad-blockers. And while adblock walls might work against a portion of the Internet population, nearly three quarters (74 percent) of users surveyed said they simply abandon those websites that employ this technique.

There is hope for companies, however. PageFair reveals in its report that 77 percent of users were willing to view some ad formats. It’s up to companies to research these appealing ad types and to work on improving their ad content more generally. In the meantime, ad-blocking won’t be going anywhere anytime soon.

To better understand the ad-blocking debate, please click here.

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