One year after the European Accessibility Act, research reveals that invasive advertising and unintuitive sites continue to create inconvenience, especially for younger people. And it happens throughout Europe, not just in Italy
Website banners that don’t close, pop-up ads that cover the entire screen, forms that need to be filled out in very small fonts. One year (28 June 2025) after the entry into force of the European Accessibility Act (EAA), mobile browsing remains anything but simple. The snapshot of an online experience complicated by barriers was taken from research conducted by YouGov for Accessiway, a European leader in digital accessibility and part of the team.blue group. A not insignificant problem, given that more and more daily activities are carried out via mobile phones: home banking, online purchases, booking medical visits, Public Administration services. And young people, surprisingly, are the most affected.
Invasive advertising, cookies and pop-ups: the obstacles most reported by those who browse with smartphones
According to the investigation, the most widespread problem in smartphone navigationreported by 50% of Italian interviewees, concerns invasive advertising, cookie consent requests and pop-ups that are difficult to close. In the difficulty scale, in second place is the slow loading of contentsaccording to 27% of those interviewed. Following (23%) are the data entry procedures considered too complex when filling out forms, managing passwords, or entering personal information. And the phenomenon has an important scope, given that in 2025, monthly users who browsed online between smartphones and computers were 44.1 million, of which 40.5 million from mobile: 95% of the population between 18 and 74 years old (latest Audiweb report). These numbers mean that every digital obstacle translates into inconvenience for millions of citizens.
Young people are the most affected: a paradox that is only apparent
One of the most surprising data from the research concerns the age of those who encounter the most difficulties online. One might think that it is older users, less accustomed to technology, who report more problems. And instead the opposite emerges: in Italy 90% of under 35s say they encounter difficulties in navigating on smartphones, compared to 75% of over 56s. The reason is not lack of familiarity with digital tools, but just the opposite: Generation Z, who grew up with smartphones and apps since childhood, has much higher expectations in terms of speed, fluidity and ease of use. Every pop-up too many, every slow loading, every cumbersome step is experienced as an obvious flaw by those accustomed to higher standards.
A European problem that requires concrete solutions
Difficulty in navigation is not just an Italian problem. It emerged in all the countries where the research was conducted: France, Italy, Austria, Germany and the United Kingdom. The percentages range from 82% in France to 80% in Austria, passing through 79% in Italy, up to 64% in Germany and the United Kingdom. Even on the generational front, Italy is not an isolated case: in France 88% of young people report difficulties, in Austria 87%, in the United Kingdom 81%. Germany is an exceptionwhere 68% of over 56s complain about problems, compared to 60% of German Generation Z, reversing the trend in other countries. The message for companies, developers and public bodies is clear: designing accessible sites and apps is no longer just an obligation linked to the European Accessibility Act, but a necessity for everyone’s experience, including young people. For those who struggle every day with banners and pop-ups, a few tricks help: check your browser’s privacy and cookie settings, use the simplified reading mode if available and report problems to companies to encourage them to improve their services.
