The number of internet users in the U.S. utilizing ad blockers is expected to grow over the next two years, according to a new industry estimate from eMarketer.
This year, nearly 70 million Americans will use an ad blocker, a new report from eMarketer estimated Tuesday. That’s an increase of 34.4 percent over last year. By next year, the number is expected to increase to more than 86 million people.
At the moment, ad blocking is a more persistent problem on laptops and desktops, noted eMarketer. More than 63 million people will employ an ad blocker on their laptop or desktop computer this year, compared to just under 21 million who will utilize one on their smartphone.
“The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block,” eMarketer senior analyst Paul Verna said in a statement accompanying the report.
Though the report also expects the use of mobile ad blockers to increase more than 60 percent this year. That coupled with the general trend is of particular concern for political advertisers.
Hundreds of millions will be spent on digital advertising during the 2016 cycle, with digital video being a large component of that spend. And the use of mobile video in that equation is increasing.