Age and gender are important factors in the use of ad blockers

Two studies published in March 2016 reveal the behaviors and attitudes towards ad blockers in different parts of the world. The reports by Tune and the IAB France show that in the U.S. and in the United Kingdom, 25% of smartphone users have installed an application to block ads on their mobile device, while in France 30% of Internet users (not necessarily on mobile devices) use ad blockers. Studies point out that age and gender are determining factors for this behavior.Both in the U.S. and in the UK, male smartphone owners are more likely to install ad blocking apps. 28.6% men versus 22% women use these applications. People aged between 16 and 24 years old are more likely to use ad blockers, 53% of Internet users in France use them and 80% are aware of their existence. On the other hand, 50% of the group between 35 and 49 years of age are aware of their existence but just 28% uses them. In spite of this, ad blockers in mobile devices have not become very popular yet. More than half of those surveyed stated that they had never installed an ad blocking app on their phone.