"Up to 14% of the online population uses an ad blocker"
I would bet you anything that far more of the general population would use ad blockers if they knew ad blockers existed, and if installation and use of an ad blocker could be made very simple and understandable to them.
My suspicion as well. I was talking to my boss yesterday about the results of this poll, and he had no idea there were addons for blocking advertising.
And, being the contrarian he is, he didn't install one after I told him how to find them on the intertubes. Go figure. :-)
I would bet you anything that far more of the general population would use ad blockers if they knew ad blockers existed, and if installation and use of an ad blocker could be made very simple and understandable to them.