Data pick of the day: Younger onliners lead ad blocking
With the arrival of ad blocking on Apple’s iOS continuing to make headlines, Global Web Index’s chart takes a look at the profile of those who already deploy ad blocking tools on their PCs or laptops.
GWI’s data highlights that the trend is led by younger age groups and men. But particularly striking is the consistency of the figures across each world region: at least a quarter of internet users in all places are already blocking ads, peaking at 30 per cent in Europe.
It is also interesting to note that adblockers over-index for daily time spent on the internet as well as for being concerned about how their data is being used by companies. For this audience, then, part of the appeal of adblocking is shielding themselves from unwanted interruptions and targeting.
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