One out of every three internet users ages 16 to 24 and three out of every 10 Internet users ages 25 to 34 have blocked ads at least once in a 30-day period, according to data compiled and published by GlobalWeb Index and reported by Business Insider. This makes Millennials — generally regarded as those between the ages of 18 to 34 — the age group with the highest usage of ad-block technology.
The study found younger users are less concerned with how their personal data is used by companies and marketers than older Internet users. Fifty-six percent of Internet users ages 16 to 24 stated they were concerned about how their personal data is used by companies, compared to 64 percent of Internet users ages 55 to 64. This suggests younger users are not blocking ads because of concerns over targeting or data tracking, but rather because of the user experience.