How prevalent is ad blocking in Germany among 18- to-24 year olds?
Digitally savvy younger adults in Germany, as elsewhere, are the most likely cohort to block ads. We estimate that 54.0% of 18- to 24-year-olds in Germany and 44.0% of those ages 25 to 34 will use ad blockers this year. In 2019, usage in both of those cohorts is predicted to rise by 2 percentage points, with penetration rising in all other age brackets, as well.
How many people use ad blockers on their mobile devices in Germany?
The majority of users in Germany block ads on their desktop/laptop. That share is declining, but remains high; we estimate it will be 88.4% in 2018. By contrast, the number of internet users in Germany who block ads on a smartphone has been rising sharply and is predicted to reach 6.4 million this year—or 30.0% of all web users who block ads. Next year, that share will increase to 31.7%, according to our forecast.
WHAT’S IN THIS REPORT? This report presents our latest estimates and forecasts of ad blocking usage in Germany between 2015 and 2019, including demographic and device breakouts. It also looks at the main trends shaping those numbers.