POST Online Media Lite Edition


Baby boomers and Millennials not fans of mobile ads

Staff writer |
Ad blocking has been around for a long time, but digital advertisers and publishers are seeing it as an increasing problem. Research suggests that a solid majority of internet users ages 18 to 34 are now blocking ads when they view digital content.

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Q2 2015 data from GlobalWebIndex put the share much lower on a worldwide basis. It found that 34% of those ages 16 to 24 and 31% of 25- to 35-year-old internet users blocked ads. Ad blocking was significantly more common among these ages groups than among older users.

Baby boomers also had a highly negative response to mobile ads. They were less than half as likely as millennials to say they would accept ads in return for something of value.

Fewer than 8% said they were likely to purchase a product advertised on their mobile phone—again less than half the rate among millennials. Overall, just 5.2% were interested in receiving ads on their phone at all.

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