Data & Insights

Young Consumers May Use Ad Blockers, but That Doesn't Mean They Don't Like Seeing Brands Online

They just want companies to respect their digital space

ClevverTV-CONTENT-2017 — Defy Media is a multichannel network that works with creators like ClevverTV who attract a younger audience.ClevverTV

Even though younger generations are more likely to use ad blockers or skip ads when they can, they’re also incredibly responsive to informative and socially-relevant brand presences online.

According to a new study conducted by Defy Media’s Acumen Research and TMI Strategy, young consumers get annoyed by ads that interrupt their viewing or social media experience but are receptive to ads or brands that respect their online space.

Of the more than 1,300 participants aged 13 to 25 years old, 66 percent use an ad blocker on at least one device.

Despite blocking ads a majority of the time, 80 percent understand that ads on the internet are a “regular part of life,” and a whopping 84 percent say they’re not willing to pay for an ad-free experience all of the time.

“These