According to a global study conducted by Kantar-TNS among 70,000 Internet users in 57 countries, nearly one in five (18%) Internet users worldwide say they have installed an ad blocker.
The phenomenon is more marked in Europe (30%) than in the United States (25%), China (21%) or Japan (13%).
The proportion of Internet users equipped with a blocker reaches 45% in Switzerland and 39% in Germany, 34% in France and 27% in the United Kingdom. According to the same study, it is in Europe (39%), and particularly in France (46%) that the feeling of " being pursued by brands on the Internet" is the most pronounced.
This global study corroborates the observations of the Adblock Barometer in France, conducted by Ipsos on behalf of IAB France (which groups together the players in the Internet advertising industry).
According to the of this published barometer the adoption rate of adblocks on the French market reached 36% in the fall of 2016 (compared to 30 in early 2016). On a sample of 11,701 people, the use of these tools is spreading toall age groups, among 25-34 as well as seniors.2e edition
59% of those equipped disable their ad blocker temporarily, to access content but also to support the sites. According to the IAB, "older people are less likely to put up with this harassment. For young people, it is more the clutter and the number of formats on the same page that bothers them".
88% of Internet users say they are bothered by the exploitation of personal data.
According to the IAB, " without rejecting any particular formats, Internet users are demanding a new browsing contract: 56% of them believed in March 2016 that advertisers should favor fewer ad formats on a page. They are urging the ad industry "to implement acceptable advertising: that doesn't interfere with navigation, closes easily and doesn't force the view."
The AdBack site has undertaken to evaluate the loss of advertising revenue linked to the installation of ad blockers. It evaluates these losses for the 100 most consulted sites in France.
Références :
