Here's How UK Internet Users Deal with Ads—It Ain't Pretty - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Here's How UK Internet Users Deal with Ads—It Ain't Pretty

Survey finds 41% of respondents ages 16 to 19 have installed an ad blocker plug-in

April 7, 2017 | Advertising & Marketing

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.

Ways in Which UK Internet Users Avoid Ads, by Age, Oct 2016 (% of respondents in each group)

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.

Ben Clague

New Report in eMarketer PRO This Week


Television Update Spring 2017: How TV Audience Measurement Must Change


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%. Preview Report


Not a PRO subscriber? Find out how to become one.

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »