Ad blocker usage in Sweden 2018

Most Swedish people did not use any ad-blockers in 2018. While 34 percent of the respondents reported to use one, 61 percent of the respondents did not use any. A study, conducted in 2018, investigated what share of individuals used ad-blocking software, by their age group. The highest percentage of ad-block users (47 percent) were the youngest representatives, aged between 15 and 25. . In contrast, 27 percent of the respondents were aged 56 or older.

Which devices do Norwegians install ad-blockers on? 

   Desktop was the most common device to install ad-blockers on by Norwegians in 2018. To be precise, 28 percent of the respondents in an online survey installed such software on desktop devices, while only five percent and nine percent installed it on tablets or mobile phones, respectively.

Norwegians being led to install ad-blockers

   In 2017 nearly 500 Norwegians answered the question: “Have ads that made you purchase ever led you to install or consider installing an ad blocker?”. The majority of the respondents , 35 percent, answered they did not consider installing ad-blockers, while over 20 percent did consider it. 15 percent actually installed one.

Usage of ad blocking software in Sweden in 2018

Share of respondents
Use ad blocker34%
Don't use ad blocker61%
Don't know5%
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Release date

June 2018



Survey time period

Q2 2018

Number of respondents


Age group

15 years and older

Method of interview

Online survey

Supplementary notes

* The source adds the following information: "The respondents have been selected from our Nordic, German, UK and US panels consisting of more than 1.5 million panelists and weighed to achieve representativity on the more than 14,000 respondents who completed the survey".

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Statistics on "Ad blocking in the Nordics"

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