Feb 1, 2017

Mobile adblock usage explodes in Asia-Pacific, not so much in the U.S.

A new study shows mobile adblock usage increased 40% in the Asia-Pacific region in 2016. For perspective, 58% of Indonesians block mobile ads compared to 1% of Americans.

The study, commissioned by PageFair, shows that mobile adblock usage significantly outpaces desktop worldwide by a 2 to 1 margin.

Overall, adblock use increased by 30% globally in 2016, with 11% of all Internet users employing adblock technology on their mobile or desktop devices.

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Data: PageFair; Chart: Andrew Witherspoon / Axios

Why? Asian-pacific markets are powered by consumer demand for speed and functionality, and as Pagefair notes, are accelerated by distribution partnerships with telecom companies and device manufacturers. PageFair predicts that adblocking will become more prevalent in the U.S. and Europe once manufacturers make adblocking technologies a standard part of product development.

Why it matters: The rise of adblockers has forced publishers to reconsider how their ad structures affect user experience and drop off. Some publishers argue that ad blockers violate an implicit agreement between internet users and publishers that ads are the fee they pay to access content. But one ad executives says ad-blockers are a good thing, since they can be used to measure how invasive their ad experience is and improve it. (Most publishers can see when a user visits their site with an ad blocker implemented for them specifically.) In response to the increase of adblockers in the market, online publishers are exploring new digital revenue structures, like native ads and subscriptions.

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Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 3 a.m. ET: 5,410,228 — Total deaths: 345,105 — Total recoveries — 2,169,005Map.
  2. U.S.: Total confirmed cases as of 3 a.m. ET: 1,643,499 — Total deaths: 97,722 — Total recoveries: 366,736 — Total tested: 14,163,915Map.
  3. World: White House announces travel restrictions on Brazil, coronavirus hotspot in Southern Hemisphere Over 100 coronavirus cases in Germany tied to single day of church services — Boris Johnson backs top aide amid reports that he broke U.K. lockdown while exhibiting symptoms.
  4. Public health: Officials are urging Americans to wear masks headed into Memorial Day weekend Report finds "little evidence" coronavirus under control in most statesHurricanes, wildfires, the flu could strain COVID-19 response
  5. Economy: White House economic adviser Kevin Hassett says it's possible the unemployment rate could still be in double digits by November's election — Public employees brace for layoffs.
  6. Federal government: Trump attacks a Columbia University study that suggests earlier lockdown could have saved 36,000 American lives.
  7. What should I do? Hydroxychloroquine questions answeredTraveling, asthma, dishes, disinfectants and being contagiousMasks, lending books and self-isolatingExercise, laundry, what counts as soap — Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingHow to minimize your risk.
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Updated 2 hours ago - Politics & Policy

U.S. coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Andrew Witherspoon/Axios. This graphic includes "probable deaths" that New York City began reporting on April 14.

The CDC is warning of potentially "aggressive rodent behavior" amid a rise in reports of rat activity in several areas, as the animals search further for food while Americans stay home more during the coronavirus pandemic.

By the numbers: More than 97,700 people have died from COVID-19 and over 1.6 million have tested positive in the U.S. Over 366,700 Americans have recovered and more than 14.1 million tests have been conducted.

World coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Axios Visuals

Japan's economy minister outlined plans on Monday to end the nationwide state of emergency as the number of new novel coronavirus cases continues to decline to fewer than 50 a day, per Bloomberg. Japan has reported 16,550 cases and 820 deaths.

By the numbers: Over 5.4 million people have tested positive for the virus as of Monday, and more than 2.1 million have recovered. The U.S. has reported the most cases in the world (over 1.6 million from 13.7 million tests). The U.K. is reporting over 36,800 deaths from the coronavirus — the most fatalities outside the U.S.