South Korean technology giant Samsung has begun supporting ad blocking plug-ins for its Android enabled smartphone range amidst growing demand from consumers for content blockers.
Rolling out from today alongside regular software updates the change will reduce loading times and mobile usage once installed by negating the need to download additional content.
Advertisers have been concerned with the rise in ad blockers since the launch of such software on Apple’s Safari browser back in September, to widespread demand, but since then enthusiasm has tailed off.
Thus far Android users have been unable to take advantage of the offer to the same degree however as Google’s Chrome browser, pre-installed on most phones, does not yet support such plug-ins.
Samsung’s move to follow Apple’s lead suggests that ad blockers may still have legs in the mobile marketplace however it remains to be seen whether this will stretch beyond early adopters.
Samsung is the single-largest smartphone manufacturer on the market, accounting for 22 per cent of handset shipments in the quarter ending 30 June last year, with Android accounting for the majority of those, according to research from Gartner.