GlobalWebIndex’s data (July 2015) shows 27% of online adults aged 16-64 regularly use adblockers; Europe tops the table on 29% and the rest are close behind.
It’s also likely that these users are the ones who know most about their computers, which means they are the most-desired audience for advertisers, yet ad blocking means advertisers can’t reach them.
This also has serious implications for advertising metrics. If the best audience is not in the metrics, then the numbers aren’t very good.
How to reach your audience? Use content marketing. Develop useful information that they want and they’ll come to you.