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The people most likely to block ads and why they do it

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.