Sweden: ad blocker usage 2020

Most Swedish people did not use any ad-blockers. The percentage of people using such a software in the country decreased in recent years, from 43 percent in 2016, to 32 percent in 2020. A study, conducted in 2020, investigated what share of individuals used ad-blocking software, by their age group. The highest percentage of ad-block users were the youngest representatives, aged between 15 and 25. . In contrast, the elder the respondents were, the less likely it seemed to install add-blockers.

Which devices do Swedes install ad-blockers on? 

   Computers were the most common device to install ad-blockers on by Swedes in 2020. To be precise, 29 percent of the respondents in an online survey installed such software on desktop devices, while only five percent and ten percent installed it on tablets or mobile phones, respectively.

Swedes being led to install ad-blockers

   In 2017 nearly 500 Swedes 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 from 2016 to 2020

Characteristic	Share of respondents
2020	32%
2018	34%
2016	43%

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Release date

August 2020

More information

Region

Sweden

Survey time period

Q2 2020

Number of respondents

14,000*

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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