[Jaepa]

    42.7% of internet users worldwide (16-64 years old) use ad blocking tools at least once a month.

That framing sets of multiple mental alarm bells.

EDIT: it looks like the source is HootSuite may have a conflict of interest, as they seem to focus on social media advertising campaigns.

[kelnos]

What does it even mean to use an ad blocking tool "at least once a month"? Like... do people have an ad blocker installed, but disabled most of the time, and just enable it temporarily when they come across a site with particularly egregious ads? That seems... an unlikely use model?

[NavinF]

It means they only use an adblocker on desktop.

[kelnos]

How does that mean that?