With iOS 9, Apple has allowed apps that block display advertising in mobile Safari. Not surprisingly, this has caused a stir among online publishers. Enabling ad blocking in mobile browsers will probably mean that more and more publishers will be forced to move their content from mobile websites to designated apps where advertising can't be blocked.
However, Statistica, which provides stats and studies from more than 18,000 sources, says that for Apple to allow ad blocking in Safari may not be such big a deal, because users are spending the vast majority of their time in mobile apps anyway. Why? According to data from Flurry Analytics, Americans spent an average of 3 hours and 40 minutes per day using mobile devices in the past quarter.
Of that total, they spent 90 percent using apps and just 10 percent using a mobile browser, according to the research group. Considering these numbers, being forced to make their own apps could turn out to be a blessing in disguise for content providers, as consumers clearly prefer apps over mobile websites.
iOS 9 can be downloaded free via iTunes or as an over-the-air update through the Software Update function in iOS's Settings app. To install it, you'll need to be using (at least) an iPhone 4s, iPad 2, or fifth-generation iPod touch.