Millennials Block Mobile Ads More than Any Other US Age Group - eMarketer
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eMarketer Brief

Millennials Block Mobile Ads More than Any Other US Age Group

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Brief Summary

Millennials have outpaced the US population overall for adoption of mobile ad blockers. Dissatisfaction with mobile ads among this highly mobile-engaged group is driving their blocker usage.

Key Insights

  • Approximately 17% of 18- to 24-year-olds US internet users used a mobile ad blocker as of July 2016.
  • Mobile pop-up and video ads are among the most annoying for US millennial smartphone users.

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