Executive Summary

The number of ad blocking users is stabilizing in the UK. As it becomes an accepted part of the landscape, publishers and marketers are working out how best to communicate the value exchange involved in ad-supported models.

How many people in the UK are using ad blockers?

Rates of ad blocking in the UK remain relatively low compared with other Western countries tracked by eMarketer. We estimate that 12.2 million people in the UK will use an ad blocker at least monthly in 2018, representing 22.0% of internet users, compared with 28.7% in France, 32.0% in Germany and 25.2% in the US. Growth in user numbers will slow to single digits for the first time.

How prevalent is ad blocking among 18- to 24-year-olds in the UK?

As is so often the case when it comes to digital trends, behaviors are more pronounced among certain younger age groups. In the millennial cohort, for example, ad blocking user rates are much higher than in other age brackets. We expect 43.0% of UK internet users ages 18 to 24 will use an ad blocker this year.

How many people use ad blockers on their mobile devices in the UK?

We predict that 38.0% of ad blocking users will use such software on smartphones. This proportion has increased significantly in the past four years—up from 16.3% in 2014.

WHAT’S IN THIS REPORT? This report features eMarketer’s latest forecast for ad blocking users in the UK. It also examines the determining factors of ad blocking use and how publishers and marketers are adapting to the current landscape.