The young users of the Internet are More Likely to Block Ads than Adults
Only Fifth of the Internet users around the globe are using ad block.
Kantar TNS research took place on more than 50 countries and they found that overall internet users, only 18% reported on using any Blocking Ad app. Ad blocking was slightly more common among younger respondents; 20% of those ages 16 to 34 reported using ad blockers. The share of respondents blocking ads fell to 14% among 55- to 65-year-olds.
Young people tend to suppress ads served to their Web browsers, including on mobile devices. In the US, Internet users say they avoid instrusive, irritating ad placements, like those that block content, follow them down the page as they scroll, or play audio and video automatically.
According to Q2 206 research from GlobalWebIndex, ad blocking users around the world are looking to resolve similar complaints. More than half (55%) said they blocked ads because too many were annoying or irrelevant, while 48% complained of ads that took up too much space and got in the way, and 44% were avoiding intrusive ads.
The youngest respondents were also the most likely to say they were open to social brand content.
Blocking ads does not mean being closed off in principle to marketing messages from brands, though. Respondents were nearly twice as likely to say they had positive responses to brand content on social media as they were to say they blocked ads.