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How do internet users in the UK avoid ads? Any way they can.
To start with, the majority of UK internet users ages 16 to 49 surveyed by Kantar Millward Brown in October 2016 say they skip ads whenever they can.
Younger respondents led the way: Nearly three quarters of those ages 16 to 19 say they skip ads whenever possible. But just over 60% of older respondents said the same.
What’s clear from the survey is that very few are unaffected by ads. Just 17% of respondents ages 16 to 19 say they don’t mind ads, and the number sinks to 12% for 20- to-34-year-olds, and to 10% for those 35 to 49.
Some are sufficiently annoyed by ads that they resort to ad blocking software. Forty-one percent of respondents ages 16 to 19 have installed an ad blocker plug-in, but the proportion falls to 25% and 35%, respectively, for the two older age groups. Few respondents of any age have installed an ad blocker app.
Among the youngest group, 15% said they are willing to pay for premium services to avoid ads, but the proportion falls to 10% and 7%, respectively, for the two older groups.
More than a third of respondents ages 35 to 49 have not taken any action against ads, with 20% saying they didn’t know there was a way to combat them. Just 9% of respondents ages 16 to 19 haven’t taken any action, while 16% of those ages 20 to 34 haven’t done so.
US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%.
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