A new report published by PageFair claims that nearly 420 million people around the world are now ad-blocking on their mobile devices.

That’s up 90% year-on-year – fuelled by Apple’s support for ad-blockers in its last major iOS software update – to the point where a fifth of smartphone users globally are now blocking ads on their phones.

Caveat: PageFair’s business is based around helping publishers get around ad-blocking software, so it has an interest in talking up the problem.

Still, there are some interesting (if worrying) trends revealed in its report. For example, the biggest markets for mobile ad-blocking aren’t in the developed world, but rather in countries like China (159 million people blocking ads) and India (122 million).

The report suggests that reducing data usage by stripping ads and trackers out of web pages is a big driver of ad-blocker usage in these countries.

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