Built-in ad blocking has arrived for the almost 120 million users of the Opera Mini browser for Android.
Opera said its mobile browser loads webpages 40% faster with the ad blocker enabled, and Mini users can save up to 14% in data consumption.
Research by Enders Analysis found that between 18% to 79% of data downloaded on smartphones is from ads, said Opera.
“The cost of data is still prohibitively high for many, and heavy ads only exacerbate this problem,” said Opera.
A survey by GlobalWebIndex found that, during the fourth quarter of 2015, 79% of respondents were either already blocking ads on mobile or were interested in doing so.