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AP Photo/Kiichiro Sato

Millennials, males, streamers, researchers and heavy downloaders are most likely to use an ad blocker, according to the latest media Dimension study from Kantar Media, a leading advertising measurement company. The study also shows that consumers don't necessarily hate advertising or think it's irrelevant, they just don't like excessive targeting.

Why it matters: Those who block ads (younger males) tend to mimic the general demographics for other new technologies, Kantar Media North America CEO Manish Bhatia says. Bhatia explains while consumers do prefer getting more relevant ads, they can feel overwhelmed when ads are served too frequently.

"There's lot of emphasis and focus on using data to hit the right consumer at right time," Bhatia says. "But you also need high quality, relevant creative to break through."

Here's the full demographic and behavioral breakdown of who blocks ads:

  • Gender: Men are 28% more likely to have downloaded an ad-blocking app and 27% more likely to use an ad-blocking app, whereas women are 26% less likely to have downloaded an ad-blocking app and are 25% less likely to use an ad-blocking app.
  • Age: Younger users are more likely than their elders to use an ad-blocker (shocking) and users ages 18-24 are 109% more likely to use an ad blocker than older generations. Adults age 65+, for example, are 53% less likely to use an ad blocker.
  • Attitude: Those who use an ad blocker are 80% more likely to be less concerned about rules, and 27% more likely to be less concerned about perceptions and conventions.
  • Internet Activity: Those who use an ad blocker are 134% more likely to be particularly social online, using the internet for email, instant messaging and social/professional networking. They're also 121% more likely to use the internet for conducting research, 145% more likely use the internet for entertainment and leisure, streaming music, podcasts or video content across devices and 173% more likely to download content from the internet, whether it be music, films, TV shows or games.

Go deeper

2 hours ago - Politics & Policy

Trump to issue at least 100 pardons and commutations before leaving office

Photo: Mandel Ngan/AFP via Getty Images

President Trump plans to issue at least 100 pardons and commutations on his final full day in office Tuesday, sources familiar with the matter told Axios.

Why it matters: This is a continuation of the president's controversial December spree that saw full pardons granted to more than two dozen people — including former Trump campaign chair Paul Manafort, longtime associate Roger Stone and Charles Kushner, the father of Trump's senior adviser and son-in-law, Jared Kushner.

  • The pardons set to be issued before Trump exits the White House will be a mix of criminal justice ones and pardons for people connected to the president, the sources said.
  • CNN first reported this news.

Go deeper: Convicts turn to D.C. fixers for Trump pardons

Schumer's m(aj)ority checklist

Senate Minority Leader Chuck Schumer. Photo: Tasos Katopodis/Getty Images

Capitalizing on the Georgia runoffs, achieving a 50-50 Senate and launching an impeachment trial are weighty to-dos for getting Joe Biden's administration up and running on Day One.

What to watch: A blend of ceremonies, hearings and legal timelines will come into play on Tuesday and Wednesday so Chuck Schumer can actually claim the Senate majority and propel the new president's agenda.

The dark new reality in Congress

National Guard troops keep watch at security fencing. Photo: Kent Nishimura/Los Angeles Times via Getty Images

This is how bad things are for elected officials and others working in a post-insurrection Congress:

  • Rep. Norma Torres (D-Calif.) said she had a panic attack while grocery shopping back home.
  • Rep. Jim McGovern (D-Mass.) said police may also have to be at his constituent meetings.
  • Rep. Adam Kinzinger (R-Ill.) told a podcaster he brought a gun to his office on Capitol Hill on Jan. 6 because he anticipated trouble with the proceedings that day.