Ad Blocking in Germany 2018: Sizing Up Europe’s Largest, Most Privacy-Conscious Market
Ad Blocking in Germany 2018: Sizing Up Europe’s Largest, Most Privacy-Conscious Market
Ad Blocking in Germany 2018: Sizing Up Europe’s Largest, Most Privacy-Conscious Market

Ad Blocking in Germany 2018: Sizing Up Europe’s Largest, Most Privacy-Conscious Market

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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. Germany registers higher levels of ad blocking than any other country in Europe. While the market is approaching maturity, there’s still potential for growth, as the practice spreads beyond early-adopter cohorts to teens and seniors.

How many people in Germany are using ad blockers?

Germany posts higher rates of ad blocking than any other country in Western Europe. Ad block penetration is also far higher than in the US. We estimate that 21.4 million people in Germany will use an ad blocker at least monthly in 2018.

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.

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