In today’s chart, we look at how ad-blocker users say they are finding news online. With almost half of these individuals saying they consume stories/videos on news websites (where they may not be exposed to advertising unless they have whitelisted the site), the challenge facing publishers is clear.

Like the average internet user, ad-blocker users are more likely to say they consume news through social media than via publishers’ websites (even if the figures are quite close). Significantly, though, ad-blocker users over-index for consuming news across all the channels tracked in our chart.

Potentially, specialized news apps are a key opportunity here. They offer a more difficult space in which to block ads, and introduce possibilities for micropayments. While audience figures for news apps are currently lower than websites or social, it’s encouraging that ad-blocker users are 25% more likely to consume news through them.

Educating users about the value-exchange of free news content is of course crucial, but perhaps the most effective strategy here may be for publishers to take advantage of app interfaces (whether through social or a publisher’s own), rather than simply blocking access to these users.

Chart of the Day will now take a break for Christmas and return in January.

Where Ad-Blocker Users Find their NewsExplore data in PRO Platform

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Written by

Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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