France, Germany and the UK have higher than average ad blocking adoption with more than 43 million online users in those three markets set use digital advertising blocking technology this year, says eMarketer. And Germany will be the biggest employer of such tech with almost one-third of users expected to be blocking away in 2017.
However, the number of new ad blocking users in those markets has slowed considerably from the years of mid- to high double-digit growth. In Germany, uptake will moderate to just to 8.8% this year and 7.4% in 2018, while, France and the UK will see growth rates of around 10% this year and 8% next, according to eMarketer forecasts.
Age looks to be a factor in slowing adoption. In all three markets, the tendency among adults to block ads declines in correlation with rising maturity. This year, close to half of the youngest adults in all three countries will use ad blockers, but only about one-quarter of those aged 45 to 54, fewer than one-fifth of those 55 to 64, and only one in 10 online users over 65 will do so.
Image: Steve Mullins