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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

Updated 6 hours ago - World

Biden in call with Netanyahu raises concerns about civilian casualties in Gaza

Photo: Ahmad Gharabli/Nicholas Kamm/Getty Images

President Biden spoke to Israeli Prime Minister Benjamin Netanyahu Saturday and raised concerns about civilian casualties in Gaza and the bombing of the building that housed AP and other media offices, according to Israeli officials.

The big picture: At least 140 Palestinians, including dozens of children, have been killed in Gaza since fighting between Israel and Hamas began Monday, according to Palestinian health officials. Nine people, including two children, have been killed by Hamas rockets in Israel.

Updated 7 hours ago - Politics & Policy

"Horrified": AP, Al Jazeera condemn Israel's bombing of their offices in Gaza

A ball of fire erupts from the Jalaa Tower as it is destroyed in an Israeli airstrike in Gaza. Photo: Majdi Fathi/NurPhoto via Getty Images

The Associated Press and Al Jazeera on Saturday condemned the Israeli airstrike that destroyed a high-rise building in Gaza that housed their and other media offices.

What they're saying: The White House, meanwhile, said it had "communicated directly to the Israelis that ensuring the safety and security of journalists and independent media is a paramount responsibility," according to press secretary Jen Psaki.

Bryan Walsh, author of Future
8 hours ago - Health

The COVID lab-leak theory goes mainstream

The Wuhan Institute of Virology. Photo: Hector Retamal/AFP via Getty Images The COVID lab-leak theory goes mainstream

A group of high-profile scientists published a letter calling for renewed investigation into the origins of COVID-19 — including the theory that it spilled out of a virology lab.

Why it matters: The possibility that SARS-CoV-2 was created in a Chinese lab and accidentally escaped — rather than emerging naturally from an animal — was initially dismissed as a conspiracy theory. But the letter shows a potential lab leak is increasingly being taken seriously.