Deloitte study: almost half of Russian users block online ads

16% of them block ads only on their desktop computers, 2% block mobile ads, and 26% block ads on all devices. 14% of users plan on turning off all ads in the near future, 19% were not previously aware of this option, and 25% are not interested in blocking ads. In the course of the study, 1.6 thousand users were surveyed.

In 2019, the share of users who block ads on desktop has increased by 6 percentage points, up to 42%. As for mobile devices, Deloitte analysts report that 15% of all users block ads in mobile browsers, with 13% using special ad blocking programs.

The most active ad blockers are in the 18-24 age category. Overall, men have a much more negative attitude towards online ads, blocking ads 1.5 times more often than women.

However, digital advertising experts believe that the creators of the study are exaggerating the issue at hand. They believe that this problem will only become relevant 3-5 years from now. Thus, OMD OM Group Marketing Technology Director Sergei Efimov estimates that only 2 to 7% of advertising traffic is blocked in Russia.