Ad Blocking in France 2018

Numbers Still Rising as Concern Extends to Mobile Devices

About This Report
Nearly 30% of internet users of all ages in France will use ad blocking software or tools this year, to limit their exposure to digital ads. Annual growth rates will drop below 10%, however, and continue to decline.
Table of Contents

Executive Summary

Many internet users in France think digital advertising is intrusive and irrelevant to their interests. Ad block usage has grown steadily in recent years, as millions of individuals use those tools to reassert some control over their online experience. This report presents eMarketer’s latest forecast and statistics for ad blocking in France.

How many people in France are using ad blockers?

France registers relatively high rates of ad blocking, compared with the UK and the US. eMarketer estimates 15.4 million people in France will use an ad blocker at least once per month in 2018.

This report presents eMarketer’s latest forecast and statistics for ad blocking in France through 2019 and examines the key trends underlying the numbers, including the evolution of consumer attitudes.

Listen to this French-language audio report summary of eMarketer’s new report on ad blocking in France.

Combien de personnes en France utilisent des adblockers?

Comparé au Royaume-Uni et aux Etats-Unis, la France enregistre des taux relativement élevés d’adblocking. Selon les dernières estimations et prévisions d'eMarketer, 15,4 millions utilisateurs en France utiliseront un adblocker au moins une fois par mois en 2018. Ce rapport présente les dernières prévisions d’eMarketer pour les adblockers en France en 2019 et il se penche sur les tendances principales étayant ces chiffres, notamment l’évolution d’attitude des consommateurs.

Écoutez ce résumé audio en français du nouveau rapport d'eMarketer sur l’adblocking en France. Le rapport complet en anglais est disponible pour tous les abonnés d'eMarketer PRO.

How prevalent is ad blocking among 18- to 24-year-olds in France?

Ad blocking remains most common in the 18-to-24 age bracket. We estimate that 48.0% of web users in this cohort will block ads on one or more digital devices in 2018. Penetration will be lower, but still very significant, among those ages 25 to 34. Four in 10 of this group will block ads this year, and 42.5% will do so in 2019.

How many people use ad blockers on their mobile devices in France?

Most individuals in France who block ads do so on their PCs. In the past, blocking ads on mobile devices was less crucial, and more difficult. But that’s changing, as mobile users demand more say in what’s delivered to their smaller screens. In addition, several manufacturers and mobile operators now preinstall ad blocking technology. We estimate that 13.4 million people in France will block ads on their PCs this year. Just 3.0 million are expected to use ad blocking on their smartphones, but that number is rising quickly and is expected to reach 3.3 million in 2019.

WHAT’S IN THIS REPORT? This report showcases eMarketer’s latest estimates for ad blocking usage in France between 2015 and 2019. It also examines the key trends underlying the numbers, including the evolution of consumer attitudes and device usage.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. eMarketer Forecast
  3. Behind the Numbers: Trends and Context
  1. Challenges for Publishers and Marketers
  2. Key Takeaways
  3. eMarketer Interviews
  1. Sources
  2. Media Gallery

Interviewed for This Report

Rune Werliin
Vice President, Marketing and Professional Services
Interviewed July 19, 2018
Gabe Morazan
Senior Product Manager, Digital Governance
Interviewed July 20, 2018
Richard Reeves
Association for Online Publishing (AOP) – UK
Managing Director
Interviewed July 19, 2018
Ben Williams
Senior Director, Ecosystems
Interviewed July 16, 2018
Dominik Reisig
Interviewed July 11, 2018

Read This With Insider Intelligence


Karin von Abrams


Sean Creamer
Matteo Ceurvels
Research Analyst
Shelleen Shum
Director, Forecasting
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