Adblocking: global desktop user number 2010-2016

This statistic presents the number of active desktop adblock plugin users worldwide from January 2010 to December 2016. As of the last reported period, the source found 236 million internet users to be actively using adblock plugins when going online on their desktop computers.

Adblock plugin users worldwide – additional information

Adblock plugin, a browser extension which blocks nearly all formats of advertising in a website, has seen its popularity grow at a fast pace since the beginning of 2010. About 236 million people browse the internet using an ad block plugin as of December 2016, a significant increase from the beginning of 2013, when the number of active adblock users worldwide added up to 54 million. The adblock plugin is particularly popular amongst internet users in Poland, Greece, Sweden, Denmark and Canada. Poland has the highest adblocking penetration rate, as about 42 percent of internet users in the country used adblock in December 2016.

The adblock plugin is more popular amongst young internet users; 20 percent of internet users in the age groups of 16 to 24 and 25 to 34 years used adblock as of September 2016. This share slightly decreases with age – only 14 percent of internet users aged between 55 and 64 years old used the service. Adblock plugins are also more common amongst Chrome users in comparison to Firefox users. The number of monthly active adblock plugins Chrome users rounded up to about 126 million in the beginning of 2015, while the number of Firefox users that use adblock plugins was at 48 million in the same period.

With the increasing popularity of adblock services, the economic cost of ad blocking usage for advertisers has also risen in the last few years. By 2016, the estimated global loss of revenue due to adblock is forecast to reach more than 41 billion U.S. dollars, which is nearly double of the 2015 figure. In the U.S., advertising agency professionals are divided in their level of concern about ad blocking impact in the business. While 46 percent of advertising agency professionals are somewhat concern about adblock, around 45 percent of them are not concern at all.

Number of active desktop adblock plugin users worldwide from January 2010 to December 2016

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Sources

Release date

February 2017

Region

Worldwide

Survey time period

January 2010 to December 2016

Supplementary notes

Some of the figures come from earlier reports.

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Statistics on "Ad blocking"

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