Adblocking: penetration rate 2018, by country

The average global adblocking rate in early 2018 was estimated at 27 percent. Ireland and the U.S. had the exact same penetration rate on national level, however Greece and Poland were masters of adblocking among other studied countries. More than 40 percent of Greeks admitted to using software blocking online advertising, while the same was true for 36 percent of Polish people. he lowest adblocking usage was recorded in Korea – 13 percent, and Japan – 17 percent. On the other hand, Asians seem more committed to using mobile adblockers, followed by Africans, whereas the Europeans are last in a regional breakdown.

What are the implications of adblocking to the advertising industry?

  Globally, adblocking costs advertisers billions of dollars and the losses are growing year on year. In 2017, the display ad market was worth around 100 billion U.S. dollars worldwide, but some 40 percent of that amount was believed to be lost because of adblocking, roughly 10 percent more than in the previous year. Unsurprisingly, marketers around the world have grown increasingly wary of the growing popularity of adblocking usage. Obviously, some have more to worry about than others, seeing that residents of certain countries are more prone to using ad blockers compared to rest.

Adblocking penetration rate in selected countries worldwide as of February 2018

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Release date

April 2018



Survey time period

January to Febraury 2018

Number of respondents


Method of interview

Online survey

Supplementary notes

Samples varied on a country; with the exception of Taiwan (1,008) - more than 2,000.

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