I don't have those numbers. I know there have been some publications lately that suggest there is an increase, which make sense since I doubt the number would decrease, but like browser usage stats, those numbers are heavily dependent on the audience they were collected from.

My non-technical friends have never mentioned ads to me before in the context of the web. I doubt that means they appreciate ads on sites but I don't think it occurs to them that they need to find a way to remove them. I think they appreciate that Hulu lets you pay to remove them, or that Netflix doesn't have ads, but I never hear "this website sucks because of ads." They just assume it's the way of things.