Ad blocking is more prevalent in Germany than any other country in Europe. More than one-quarter of the entire population—21.4 million people—will block ads on a PC and/or mobile device this year.

Nearly 30% of internet users of all ages in France will use ad blocking software or tools this year, to limit their exposure to digital ads. Annual growth rates will drop below 10%, however, and continue to decline.

Ad blocking user growth is slowing in the UK, with rates much lower than in France and Germany. But it’s still costing publishers revenues. Better advertising and messaging are on the horizon, which might help slow rates still further.