More than 1.3m people have adopted technology that blocks online ads since June, with young people more likely to turn off intrusive pop-ups and videos

Ad blocking is on the rise in the UK, with 18% web users saying they use the software, up from 15% just five months ago. The increase, captured in research by the Internet Advertising Bureau, is equivalent to more than 1.3 million people adopting the technology since June.

Though the rise is modest, it suggests dissatisfaction with ads is growing, especially among the young, with 35% of 18- to 24-year-olds saying they blocked ads, compared to just 15% of over 55s.

However, the IAB said the rise was unsurprising given the extensive coverage the topic has received recently, mainly as a result of Apple allowing app developers to block ads in its Safari web browser, which is used on iPhones and iPads.

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IAB chief executive Guy Phillipson said: “The small rise in people blocking ads is not unexpected considering the publicity it’s been receiving. However, it does provide some perspective on the situation for those referring to an ‘adblockalypse’.”

Though most of the coverage of ad blocking has focused on mobile devices, few are blocking ads on their smartphones: 4.1% now compared to 2.9% in June. Just 23% of people using ad blockers do so on their smartphones, compared to 71% who say they block ads on a laptop.

The IAB has pushed for simpler ads, arguing that the industry’s focus on ever more intrusive formats such as pop-ups and non-skippable video has pushed some users into adopting ad blockers. While almost six in 10 people using ad blockers said their motivation was to block all ads, 48% said that if ads did not interrupt their browsing they would be less likely to use ad blockers.

The organisation is also urging publishers to make their case for advertising with users, and is trying to steer them away from paid models. It says that 61% of those who were told ad blocking would mean some websites would have to begin charging for content saying they would rather see ads in return for access, with just 4% saying they would pay.

Phillipson added: “The other key tactic to reduce ad blocking is making consumers more aware of the consequences – what we call the “value exchange.” If more people realise content is only free because ads pay for it, then fewer people will be inclined to block ads. Only 4% are willing to face the other option – paying for content with no ads.”