| Millennials are most likely to block ads, though older age groups are not far behind Margaret Boland | November 11, 2015 Want to receive more free charts from BI Intelligence? Sign up here » 
One out of every three internet users ages 16 to 24 and three out of every 10 internet users ages 25 to 34 have blocked ads at least once in a 30-day period, according to data compiled and published by GlobalWebIndex. This makes millennials — generally regarded as those between the ages of 18 to 34 — the age group with the highest usage of ad-block technology. Here are some other key takeaways from the GlobalWebIndex data about ad block usage, by age: - The share of young ad-block users is the highest in Europe. 42% of European internet users ages 16-24 claimed they had blocked ads in a month period. This is consistent with other reports that suggest ad blocking is more pervasive in Europe than the rest of the world, although the US is catching up.
- Younger users are less concerned about how their personal data is used by companies and marketers than older internet users. 56% of internet users ages 16 to 24 stated that they were concerned about how their personal data is used by companies, compared to 64% of internet users ages 55 to 64. This suggests that younger internet users are not blocking ads because of concerns over targeted ads or data tracking, but rather because of the user experience. Ads, particularly on mobile devices, often slow down webpage loading times considerably.
- While younger internet users are more prone to ad-blocking behavior, older internet users are not far behind. Nearly one-quarter of internet users ages 35-44 and over one-fifth of internet users ages 45-54 claimed to have blocked ads in a 30-day period, the data reveals.
The introduction of ad-block technology on mobile devices, and the rise of ad blocking in general, is concerning for both marketers and web publishers that rely on ads as a main revenue source. However, downloads of popular mobile ad block apps have fallen considerably since first being introduced in Apple's App Store in September. But the impact of ad blocking could be significant, especially if older internet users start adopting the technology at the same rate as younger users. Get Daily Industry Insights with the INSIDER Newsletters from BI Intelligence Do you need to stay ahead of the latest trends in digital? Subscribe to the daily INSIDER newsletters covering mobile, digital media, e-commerce, payments and the Internet of Things. Select your INSIDER edition or subscribe to all five.
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