In the second quarter of 2023, there were *** million adblock users worldwide. This number includes users of desktop adblock plugins, desktop adblock browsers, and mobile ad block browsers. Adblock plugin users worldwide – additional information Adblock plugin, a browser extension which blocks nearly all formats of advertising in a website, has seen its popularity grow at a fast pace since the beginning of 2010. About *** million people browse the internet using an ad block plugin as of December 2016, a significant increase from the beginning of 2013, when the number of active adblock users worldwide added up to ** million. The adblock plugin is particularly popular amongst internet users in Poland, Greece, Sweden, Denmark and Canada. Poland has the highest adblocking penetration rate, as about ** percent of internet users in the country used adblock in December 2016. The adblock plugin is more popular amongst young internet users; 20 percent of internet users in the age groups of 16 to 24 and 25 to 34 years used adblock as of September 2016. This share slightly decreases with age – only ** percent of internet users aged between 55 and 64 years old used the service. Adblock plugins are also more common amongst Chrome users in comparison to Firefox users. The number of monthly active adblock plugins Chrome users rounded up to about *** million in the beginning of 2015, while the number of Firefox users that use adblock plugins was at ** million in the same period. With the increasing popularity of adblock services, the economic cost of ad blocking usage for advertisers has also risen in the last few years. By 2016, the estimated global loss of revenue due to adblock is forecast to reach more than ** billion U.S. dollars, which is nearly double of the 2015 figure. In the U.S., advertising agency professionals are divided in their level of concern about ad blocking impact in the business. While ** percent of advertising agency professionals are somewhat concern about adblock, around ** percent of them are not concern at all.

During an April 2024 survey, 36 percent of responding young adults aged 16 to 24 from the United Kingdom stated they used a pop-up/ad-blocker software. The average for adults aged 16 or older amounted to 36 percent.

In 2019, roughly 25.8 percent of internet users were blocking advertising on their connected devices. This figure is expected to keep growing (albeit slowly) which loosely translated means that a quarter of paid advertising messages will never reach their audiences. Why does adblocking exist? Internet advertising spending is constantly increasing, leading to an increasing a growing number of internet ads. This has led to overwhelmed internet users turning to adblockers in an effort to browse webpages without display ads slowing them down. The most commonly cited reason for adblocking is that websites are more manageable without banners, but consumers also want to avoid irrelevant or offensive messages as well as prevent tracking of their online behavior. What is more, there is a high correlation between negative attitudes to advertising and using adblockers in general. However, many consumers express willingness to disable adblockers in return for the ability to view relevant content. Which creates a window of opportunity for marketers, who can conquer ad blocking by offering personalized advertising and increasing the chances it will reach their target audiences.

During a survey carried out between January 2023 and January 2024, **** percent of responding adult consumers from ** countries worldwide stated they had installed an ad blocker and/or anti-tracking into both their web browser and on their mobile / cellphone. *********** said they did not use an ad blocker or an anti-tracking service on any device.

During a survey carried out between January 2023 and January 2024, nine percent of responding adult consumers from the United States stated they had installed an ad blocker and/or anti-tracking into both their web browser and on their mobile / cellphone. Over 40 percent of respondents said they did not use an ad blocker or an anti-tracking service on any device.

During a 2021 survey, ** percent of respondents from the United States stated they used ad blockers on their computers; ** percent said they are ad blocking software on their smartphones.

Attitudes towards digital advertising

In 2019, adults in the United States were asked about their views on targeted ads online, which are ads that are shown to you based on your demographic data and your browser history. Just over ** percent of respondents considered targeted ads to be an inappropriate use of personal data. In the second quarter of 2018, U.S. respondents were asked about their attitudes towards ads and ad blockers. The results showed that almost ** percent of these respondents had a negative attitude towards ads and had also used an ad blocker.

Digital ad spending

Digital ad spending in the United States amounted to some *** billion U.S. dollars in 2019. By 2023, however, this amount is projected to increase by roughly ** percent. Digital advertising spending worldwide is expected to increase by over *** billion U.S. dollars between 2019 and 2023.

During the third quarter of 2022, the average global adblocking rate was estimated at **** percent. China, Indonesia, and Vietnam were top of the class, with adblocking penetration rates over ** percent. This was followed by ** percent of surveyed Indian and ** percent of surveyed Taiwanese admitting to using software blocking online advertising. In the United States, **** percent of internet users said they used adblockers. The lowest adblocking usage was recorded in Ghana, with **** percent, and Japan - **** percent. As far as demand goes, Europe had the highest number of searches for adblocking software per 100,000 internet users worldwide. What are the implications of adblocking to the advertising industry? Globally, adblocking costs advertisers billions of dollars and the losses are growing year on year. Unsurprisingly, marketers around the world have grown increasingly wary of the growing popularity of adblocking usage. Obviously, some have more to worry about than others, seeing that residents of certain countries are more prone to using ad blockers compared to rest.

When it comes to the people using ad blockers in selected countries worldwide, Portugal ranks the highest in this list. ** percent of consumer in Portugal share this attitude. Following in the second place is Singapore, while South Korea can be found at the bottom of the ranking.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than ********* interviews.

Most Swedish people did not use any ad-blockers. The percentage of people using such a software in the country decreased in recent years, from 43 percent in 2016, to 32 percent in 2020. A study, conducted in 2020, investigated what share of individuals used ad-blocking software, by their age group. The highest percentage of ad-block users were the youngest representatives, aged between 15 and 25. . In contrast, the elder the respondents were, the less likely it seemed to install add-blockers.

Which devices do Swedes install ad-blockers on?     Computers were the most common device to install ad-blockers on by Swedes in 2020. To be precise, 29 percent of the respondents in an online survey installed such software on desktop devices, while only five percent and ten percent installed it on tablets or mobile phones, respectively.

Swedes being led to install ad-blockers   

In 2017 nearly 500 Swedes answered the question: “Have ads that made you purchase ever led you to install or consider installing an ad blocker?”. The majority of the respondents , 35 percent, answered they did not consider installing ad-blockers, while over 20 percent did consider it. 15 percent actually installed one.

This statistic shows the results of a survey on ad blocker usage in Germany in 2020, distributed by gender. The share of men who used ad blockers was higher than the share of women in that year. ** percent of males used ad blocking software in 2020, as opposed to ** percent of females who used ad blockers during the same period.

As of 2020, 22 percent of Finns were using ad blockers on desktop devices. The corresponding figures for ad blocker users on tablets and mobile phones were three and seven percent respectively.

This statistic shows the survey on ad blocker usage in Germany in 2020, by device. Most ad blocker users, or 40 percent of the respondents, used ad blocking software on desktop computers. 12 percent of respondents have used ad blocker on their tablets.

During a survey fielded in the first quarter of 2021, ** percent of respondents aged 25 to 34 from the United States stated that they used an ab blocker on their smartphones. The same was true for ** percent of respondents ages 35 to 45.

This statistic shows the survey on ad blocker usage in the United Kingdom in 2018 and 2020. According to the survey, 36 percent of the respondents used an ad blocker in 2020, a decrease of five percent from 2018.

A survey conducted in the third quarter of 2023 in Vietnam revealed that around **** percent of surveyed internet users in the country had used tools to block advertising for at least some of their online activities. The share of Vietnamese internet users using ad blockers was among one of the highest in the world in recent quarters.

During a survey carried out between January 2023 and January 2024, **** percent of responding adult consumers from the United Kingdom stated they had installed an ad blocker and/or anti-tracking into both their web browser and on their mobile / cellphone. Nearly half of the respondents said they did not use an ad blocker or an anti-tracking service on any device.

During a 2021 survey, 51 percent of respondents from the United States stated they used an ad blocker on their computers. On the global level, there were *** million desktop ad block users at the end of 2020.

In the second quarter of 2023, there were *** million desktop adblock users worldwide. Total (desktop and mobile) number of adblock users stood at *** million.

This statistic shows the survey on ad blocker usage in Sweden in 2020, by device. Most adblocker users, 29 percent, used ad blocking software on desktop computers. Five percent of respondents have used ad blocker on their tablets.

Fewer Finns were using ad blockers over the years. As of 2020, 24 percent of respondents used an ad-blocking software, compared to 20 percent in 2016.