Almost three in five (56%) Poles up to the age of 35 use ad blockers when accessing the internet.
Moreover, according to the findings of the Reuters Institute Digital News Report 2016, published by Wirtualne Media, 38% of Polish internet users as a whole use ad blockers – more than in any other country examined.
Greece was in second place with 36%, followed by Turkey (31%), with the figures for the US (24%) and UK (21%) much lower and Japan in last place (10%).
The report found that the highest usage of ad blockers was in the 18-24 age group – 60% in Poland, with other key markets being Spain (53%), Germany (48%), UK (46%) and US (44%). Again, the figure was lowest in Japan (13%).
Most young internet users opted for ad blockers when looking for information or news content.
It was also found that ad blocking remains largely confined to desktops, with only 8% of internet users employing it for mobile devices.