Most Millennials Have Installed Ad Blockers - eMarketer

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Most Millennials Have Installed Ad Blockers

14% of US millennials use an ad blocker on both their desktop and mobile device

October 13, 2016

Millennials may be just as annoyed by ads that block content as other people are, and many are turning to ad blockers to help combat that. According to July 2016 research, two out of three US millennials use an ad blocker on a desktop or mobile device.

US Millennial* Internet Users Who Use an Ad Blocker, by Device, July 2016 (% of respondents)

Anatomy Media, a creative advertising agency specializing in entertainment marketing, surveyed 2,700 US adults ages 18 to 24. Overall, the study found that most US millennials internet users have an ad blocker on at least one device. Nearly half of respondents (46%) said they use one on their desktop, and 31% said they have one on their mobile device. Typically, respondents blocked ads on just one of these devices, but 14% were vigilant about ad blocking on computers as well as phones.

Frequency with Which Mobile Media Users Worldwide Receive Unsolicited/Spam Messages via SMS/Text vs. Messaging App, Q2 2016 (% of respondents)

Though 36% of respondents said they don’t use an ad blocker, that will likely change. Indeed, ad blocking is expected to grow by double digits this year, as well as next. In 2016, 69.8 million Americans will use an ad blocker, a jump of 34.4% over last year. By 2017, that figure will grow another 24.0% to 86.6 million people.

Ad blocking is more common on desktops and laptops than smartphones, according to eMarketer. In 2016, 63.2 million people will use an ad blocker on their desktop or laptop device vs. the 20.7 million who will use on their smartphone.

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