Millennials most likely to use ad blocking software, survey finds

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16th July 2015 13:22 - Information Technology

A recent survey, commissioned by the Internet Advertising Bureau, has revealed that Millennials are the most likely to utilise ad blocking Millennials most likely to use ad blocking software, survey findssoftware, with a rising number of the UK public becoming concerned with interruptions to internet browsing, as a result of advertisements.

The survey showed that young males are the most likely to use plug-ins, such as AdBlock Plus, in order to get rid of advertisements on websites.

Ad blocking software is downloaded most frequently by people aged between 18 and 24, with 34 per cent saying that they have done so. This figure represents a much higher percentage than the UK average, which stands at 15 per cent.

Of the respondents within the 25 to 34 age bracket, 19 per cent said that they too had installed ad blocking software.

When looking at which gender had downloaded ad blockers the most, the survey shows that 22 per cent of males have used an ad blocking software, in comparison with just 9 per cent of women.

The research also discovered that the older the respondents got, the less likely they were to know of software for blocking ads online. For example, just 36 per cent of those over 55 said that they had heard of ad blocking software, as opposed to 59 per cent of those aged between 18 and 24.

The survey also aimed to find out why people choose to block advertisements on the internet, with the main reason being that ads disrupt the browsing experience (73 per cent). This was closely followed by the fact that online ads are annoying (55 per cent).

As well as this, 31 per cent said that they had installed ad blocking tools as they were concerned about privacy.

Of the respondents, 44 per cent of UK people knew that most websites, such as social media, news sites and streaming services do not make users pay for using them, as a healthy amount of profit comes from advertisement revenue.

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