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Internet Users in the Nordic Countries Turn on Ad Blockers

Ad blocking is more common on computers than mobile devices

April 4, 2016 | Advertising & Marketing

According to a survey by European marketing research and technology company AudienceProject, 36% of internet users in Denmark, Finland, Norway and Sweden used an ad blocker as of February 2016. The ad blocking user rate was highest in Sweden, at 39% of respondents, followed by Denmark (37%). Norway and Finland were tied at 34% each.

Internet Users in Select Nordic Countries Who Use an Ad Blocker, Feb 2016 (% of respondents)

Unsurprisingly, the youngest respondents in AudienceProject’s study—those ages 15 to 25—were the most likely to use an ad blocker. Sweden again led the pack at 59% of internet users in that age group, followed by Denmark (55%), Finland (53%) and Norway (49%).

Looking at the region overall, 54% of 15- to 25-year-old internet users said they used ad blocking software in February.

Internet Users in Select Nordic Countries Who Use an Ad Blocker, by Device, Feb 2016 (% of respondents)

AudienceProject’s research also showed that ad blocking use was most common on a computer. At least one-quarter of respondents in each Nordic country said they used an ad blocker on a desktop or laptop, with this share rising to 34% among internet users in Sweden.

In all, three in 10 internet users in the Nordic region used an ad blocker on a computer in February, compared with 9% for tablets and 8% for mobile phones.

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