It also showed that only half of internet device owners in the U.S. The research found that one in three smartphone owners say that they see too many ads when browsing the mobile internet and a large section of this group are currently unaware of mobile ad-blocking. There is plenty of evidence indicating an underlying demand for mobile ad-blocking tools, and as such there is likely to be a substantial addressable market should awareness of these tools increase.Ad-block users are most likely to state that ads are intrusive, they are irrelevant, or that there are simply too many of them. Ad-frustration is the primary driver behind current ad blocking uptake in the U.S.There were a number of significant findings based on the research, but in respect of the Chrome ad blocker, there are two findings that are worth noting. Each year, GWI interviews over 350,000 internet users as part of its core research program asking them questions about their lives, lifestyles and digital behaviors. Do web users really want such a feature? The State of Mobile Ad-Blocking in 2017 report based on research by GlobalWebIndex(GWI) says yes. This means that with the introduction of an ad blocker into Chrome, nearly two thirds of those that use the web will be able to block advertisements and unwanted content easily and efficiently. 83 percent of the global market share (to the end of November), a long way ahead of its nearest rival Firefox, which accounted for 13.13 percent of web browsing. In 2017, according to NetMarketShare, which tracks usage share of web technologies, Chrome was the most widely used browser in the world and accounted for 58. The objective, according to a blog post from Google in the middle of December, is to improve the online experience of the billions of people that use the web, and specifically those that use the Chrome browser. However, the most immediate and possibly the most profound effect will be that as of next month, Google Chrome users will be given a native ad blocker. As a result, there will be a number of changes in the way we consume ads.
In February 2018, Google will put into effect the Better Ads Experience Program, which was established in the middle of last year. Google is rolling out native ad-blocking in Chrome that will likely have larger implications for the advertising industry.
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