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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.

(function () { var attempt = 0, init = function(){ if (window.pym) { var pymParent = new pym.Parent("2017-02-01-adblockers", "https://graphics.axios.com/2017-02-01-adblockers/2017-02-01-ad-blockers.html", {}); } else if (attempt++ & 40) { setTimeout(init, 50); } }; init(); })();

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.

Go deeper

Muslim families hope to reunite following Biden's travel ban repeal

Photo: Andrew Lichtenstein/Corbis via Getty Images

Muslim Americans across the U.S. are celebrating President Biden's day-1 reversal of former President Trump's travel ban that targeted several Muslim-majority countries.

The big picture: The repeal of what many critics called the "Muslim ban" renews hope for thousands of families separated by Trump's order.

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Eniola Odetunde/Axios

  1. Health: Most vulnerable Americans aren't getting enough vaccine information — Fauci says Trump administration's lack of facts on COVID "very likely" cost lives.
  2. Education: Schools face an uphill battle to reopen during the pandemic.
  3. Politics: Biden unveils "wartime" COVID strategyBiden's COVID-19 bubble.
  4. Vaccine: Florida requiring proof of residency to get vaccine — CDC extends interval between vaccine doses for exceptional cases.
  5. World: Hong Kong puts tens of thousands on lockdown as cases surge — Pfizer to supply 40 million vaccine doses to lower-income countries.
  6. Sports: 2021 Tokyo Olympics hang in the balance.
  7. 🎧 Podcast: Carbon Health's CEO on unsticking the vaccine bottleneck.
Bryan Walsh, author of Future
5 hours ago - Health

Schools face an uphill battle to reopen during the pandemic

Illustration: Aïda Amer/Axios

President Biden's plan to accelerate the reopening of K-8 schools faces major challenges from a still out-of-control pandemic and more contagious coronavirus variants.

Why it matters: The longer American kids miss in-person schooling, the further they fall behind. But the uncertain state of the science on the role young children play in the pandemic continues to complicate efforts to reopen schools.