Ad blockers may be losing steam in Europe according to a new forecast by eMarketer. Though mobile and desktop Internet users are undoubtedly annoyed by digital ads, it seems ad block adoption may be leveling out.
According to the latest data from the research firm, 43 million Internet users are estimated to use ad blockers in France, Geramny and the UK in 2017. Germany remains the country where blockers are most widely used perhaps due to it being the birth ground of ad blocker Eyeo which makes the AdBlock Plus app.
Whilst ad blocking was still 18% above the global average across the three countries in 2016, it seems that growth has slowed down overall.
New users will drop from 8.8% in 2017 to 7.4% in 2018, according to eMarketer.
Bill Fisher, Senior Analyst at eMarketer, explains:
“Mobile ad blocking in the West has lagged developing nations in the East, but technological changes could trigger a surge in Western Europe.”
However, the report cautions that browser-native ad blockers such as Google’s recently rumoured Chrome extension, could trigger an increase in adoption rates.
“Mobile web browsers often block ads by default in the East, as in China. That’s not yet the case in Western Europe, but things are changing fast. And if an in-app ad blocking solution were to come to the fore, mobile ad blocking could take off in a big way, as the majority of mobile time is spent in-app in Western Europe,” Fisher adds.
Further, eMarketer notes that age may be a correlated factor in adoption rates with older people less inclined to install blockers.
Almost half of young adults will be using ad blockers, but that drops to a quarter of adults aged 45 to 54 years, and less than a fifth of those aged 55 to 64 years.