Ad blocking in the Nordics

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Statista Dossier on ad blocker usage in the Nordic countries

This dossier presents a range of statistics about ad blocker usage in selected Nordic countries: Sweden, Denmark, Norway and Finland. The dossier shows ad blocking software usage rate in the region, as well as consumer trends, digital advertising, as well as users' attitudes.

Table of contents

  • 1. Overview
    • Ad blocker usage in the Nordics 2020

    • Ad blocker users in the Nordics 2020, by country and gender

    • Ad blocker usage in Sweden 2016-2020

    • Ad blocker users in Sweden 2020, by age group

    • Ad blocker usage in Denmark 2016-2020

    • Ad blocker users in Denmark 2020, by age group

    • Ad blocker usage in Norway 2016-2020

    • Ad blocker users in Norway 2020, by age group

    • Ad blocker usage in Finland 2016-2020

    • Ad blocker users in Finland 2020, by age group

  • 2. Online advertising
    • Growth of advertising spending worldwide 2019-2022, by region

    • Share of digital advertising spending in the Scandinavian countries 2018-2019

    • Share of enterprises paying for internet advertising in the Nordics 2018

    • Online advertising spending in Sweden 2009-2019

    • Online advertising revenue in Denmark 2009-2019

    • Digital advertising expenditure in Finland 2007-2019

    • Online advertising spending in Norway 2014-2018, by type

  • 3. Attitudes
    • Attitudes towards ads on websites in Sweden 2020

    • Attitudes towards ads in online video clips in Sweden 2020

    • Attitudes towards ads on websites in Denmark 2020

    • Attitudes towards ads in online video clips in Denmark 2020

    • Attitudes towards ads on websites in Norway 2020

    • Attitudes towards ads in online video clips in Norway 2020

    • Attitudes towards ads on websites in Finland 2020

    • Attitudes towards ads in online video clips in Finland 2020

  • 4. Consumption
    • Ad blocker users in the Nordics 2020, by country and gender

    • Reasons for using an ad blocker in Sweden 2020

    • Reasons for using an ad blocker in Denmark 2020

    • Reasons for using an ad blocker in Norway 2020

    • Reasons for using an ad blocker in Finland 2020

    • Ad blocker usage in Sweden 2020, by device

    • Ad blocker usage in Denmark 2020, by device

    • Ad blocker usage in Norway 2020, by device

    • Detected use of ad blockers in Finland 2020, by device

  • 5. Special focus: Paid software
    • Share of individuals paying for ad blockers in Denmark 2020

    • Share of individuals paying for ad blockers in Sweden 2020

    • Share of individuals paying for ad blockers in Norway 2020

    • Share of individuals paying for ad blockers in Finland 2020

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