According to a survey by European marketing research and technology company AudienceProject, 36% of internet users in Denmark, Finland, Norway and Sweden used an ad blocker as of February 2016. The ad blocking user rate was highest in Sweden, at 39% of respondents, followed by Denmark (37%). Norway and Finland were tied at 34% each.
Unsurprisingly, the youngest respondents in AudienceProject’s study—those ages 15 to 25—were the most likely to use an ad blocker. Sweden again led the pack at 59% of internet users in that age group, followed by Denmark (55%), Finland (53%) and Norway (49%).