I'm also personally shocked at how FEW people relatively end up using ad blockers. Its a night and day difference
And this is 2 years ago so I assume it's even higher now. It's a lot more than I expected for sure. They only count consumers though.. Perhaps companies don't always allow it, but I always use uBlock at work.
Marketing folk - "Wait...if we're getting more responses from old people than young people and old people are more likely to run adblockers than young people, let's increase our spend on Google Ads because only people without adblockers will see them."
Technical folk - Get into woodworking.
Edit - If the technical folk push back, that's when marketing folk will say that 'the law of really big numbers' means that 40% of a big market is still worth a lot. Trust me, woodworking....:)
Fighting this fight at the moment:
marketing folk - "we're seeing more responses from old people than young people, we should focus on that market"
technical folk - "Are we allowing for the fact that older people are less likely to be blocking GA and therefore most of those untracked clicks are likely to be younger?"
marketing folk - "well, no, but we don't have any information on those, so we can't make any decisions about them."
technical folk - "but we know GA is blocked by ad-blockers. And we know that ad-blockers are used more by younger, more tech-savvy people. And we know that approx 60% of the visits to our site are not registering on GA. So... can we include that in our analysis?"
marketing folk - "...."
technical folk - "...."
marketing folk - "I don't know how to change the pretty graph that GA produces to include that."