I don't think webmasters have yet clued in on what opera 9 can do. This blows away the firefox stuff as lame and hard to use.
I just eliminated most of the advertising on the net by visiting 5-6 websites and using the content blocker. I then added the contextual advertising urls and - presto - goodbye 95% of the advertising on the web today.
I just installed Opera 9, and the adblocking facilities are certainly not "in your face", i.e. I was half expecting it to pop up little dialogues asking me if I wanted to block some ads etc. If it was that easy I'd be worried. But as it is I still have to find the right menu (Tools->Advanced->Blocked content - or maybe there's an easier option?); so I think you'd have to want to a) be annoyed enough by ads to want to block them; b) know that browsers offer this kind of facility; c) be bothered enough to find the right menu and muck about with the settings.
Personally most ads (apart from popups) don't bother me, at least on broadband (and it's been a while since I've used anything else), and at the moment I can't be bothered to fiddle around with yet another program and its settings... The same is certainly true of most non-technical Internet users I know.
Are there any recent methodical studies on ad-blocking behaviour?
[edited by: zCat at 2:43 pm (utc) on July 10, 2006]