Ad Blocking in France, Germany and the UK: User Numbers Still Rising as Publishers Explore New Tactics - eMarketer

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Ad Blocking in France, Germany and the UK: User Numbers Still Rising as Publishers Explore New Tactics

eMarketer Report

By: eMarketer

Published: June 05, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Most internet users in France, Germany and the UK dislike ads—and skip them when possible. Significant numbers now also install ad blocking software on their PCs and (to a lesser degree) smartphones to avoid seeing digital ads at all.

  • Across France, Germany and the UK, more than 20% of internet users will block digital ads in 2017. Penetration will be markedly lower in the UK than in Germany and France, where concerns about digital privacy and security are more widespread.
  • Germany, which saw earlier adoption of ad blocking than the UK and France, will have the largest number of ad block users this year at 18.9 million—equating to 29.0% of internet users in the country.
  • Historically, younger internet users were more likely to block ads, and males more likely than females. The age gap remains, by and large, but the gender gap is narrowing. In Germany, it is expected to vanish in 2018.
  • Most ad blocking users in these countries block ads on their desktop and laptop computers. Blocking on mobile devices is much less common, but user numbers are growing more quickly.
  • Ad-supported digital publishers have tried various approaches to convince ad blocker users to disable the software, whitelist their sites or pay for ad-free access to content. These efforts have had some success, but ad blocking remains a serious problem. And there is unlikely to be one single solution suitable for all publishers.

"Ad blocking is a more common phenomenon in Germany than in France and the UK. Almost 30% of internet users in the country—18.9 million of them—will use such software in 2017."

Table of Contents

Sizing Up the Problem: eMarketer Forecasts

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Behind the Numbers: Country Context

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Solving the Ad Block Problem: Paving the Way for a Better Ad Experience

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37 charts are included in the full report:

Ad Blocking in France, Germany and the UK: User Numbers Still Rising as Publishers Explore New Tactics

Ad Blocking Users and Penetration in Germany, France and the UK, 2017 (millions and % of internet users)

Sizing Up the Problem: eMarketer Forecasts

Attitudes Toward Skipping Ads According to Internet Users in France, Germany and the UK, Aug 2016 (% of respondents)

Ad Blocking Users and Penetration

UK Ad Blocking Users and Penetration, 2014-2018

Ad Blocking Users and Penetration in Germany, 2014-2018

Ad Blocking Users and Penetration in France, 2014-2018

Demographic Breakouts

UK Ad Blocking User Penetration, by Age, 2014-2018 (% of internet users)

Ad Blocking User Penetration in Germany, by Age, 2014-2018 (% of internet users)

Ad Blocking User Penetration in France, by Age, 2014-2018 (% of internet users)

UK Ad Blocking User Share, by Gender, 2014-2018 (% of total)

Ad Blocking User Share in Germany, by Gender, 2014-2018 (% of total)

Ad Blocking User Share in France, by Gender, 2014-2018 (% of total)

Device Splits

UK Ad Blocking Users, by Device, 2014-2018 (millions, % change and % of total)

Ad Blocking Users in Germany, by Device, 2014-2018 (millions, % change and % of total)

Behind the Numbers: Country Context

Attitudes Toward TV Ads Among UK Internet Users, Nov 2016 (% of respondents)

Ways in Which UK Internet Users Avoid Ads, by Age, Oct 2016 (% of respondents in each group)

Internet Users in Great Britain Who Use Ad Blocking Software, March 2015-Feb 2017 (% of respondents)

Reasons that UK Internet Users Use Ad Blockers, Q3 2016 (% of respondents)

Internet Users in Great Britain Who Use Ad Blocking Software, by Demographic, June 2015-Feb 2017 (% of respondents in each group)

UK Internet Users Who Have Installed an Ad Blocker, by Age and Device, H1 2016 (% of respondents in each group)

Desktop and Smartphone Ad Blocking Usage Among UK and US Internet Users, Q3 2016 (% of total tracked by AudienceProject)

Mobile Ad Blocker User Penetration Among Young Adult* Mobile Phone Users in Select Countries, by Age, 2016 (% of mobile phone users)

France

Preferred Media Channel for Ads According to Young Adult* Internet Users in France, June 2016 (% of respondents)

Attitudes Toward Digital Advertising Among Internet Users in France, 2013 & 2016 (% of respondents)

Types of Social Network Ads that Internet Users in France Find Acceptable, Nov 2016 (% of respondents)

Attitudes Toward Digital Privacy and Security Among Internet Users in France, Sep 2016 (% of respondents)

Actions Taken by Internet Users in France to Minimize Digital Security Risks, Sep 2016 (% of respondents)

Internet Users in France Who Have Installed Ad Blockers, by Age, Oct 2016 (% of respondents in each group)

Devices on Which Ad Blocking Users in France Have Installed Ad Blockers, Oct 2016 (% of respondents)

Internet Users in France Who Have Installed vs. Plan to Install* an Ad Blocker on Their Smartphone, June 2016 (% of respondents)

Germany

Snapchat Ad Formats that Snapchat Users in Germany Find Annoying, Nov 2016 (% of respondents)

Consumers in Germany Who Discover Interesting Products/Offers via Digital Ads, by Frequency, Aug 2016 (% of respondents)

Current vs. Planned Use of Ad Blockers Among Consumers in Germany, Aug 2016 (% of respondents)

Digital Marketing Challenges According to Digital Marketers in Germany, Aug 2016 (% of respondents)

Ad Blocking Users in Germany, by Gender, June 2016 (% of respondents)

Share of Desktop Page Impressions in Germany on Which Display Ads Were Blocked, Q2 2015-Q4 2016 (% of total)

Internet Users in Germany Who Use Mobile Ad Blocking, July 2016 (% of respondents)

Attitudes Toward Mobile Advertising Among Smartphone Users in Germany, Aug 2016 (% of respondents)