Ad-blocking Millennials ‘happy to pay for content’

19/02/2018

Ad block users are actually a valuable audience, with many web-savvy millennials saying they don’t mind paying for content they value, according to new research.

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The data, from Global Web Index, indicates that if appeals for whitelisting are to have an impact among this audience, then the digital advertising they are exposed to should be strictly focused on their favourite content types.

These 21-34 ad-blocker users are in fact more likely than the average Millennial to be buying all the online forms of content that GlobalWebIndex tracks.

Although they are keen to control their online experience using what tools they can, it’s also three quarters of ad-blocking Millennials who are willing to spend money on some type of digital content on a monthly basis.

If appeals for whitelisting are to have an impact among this audience, then the digital advertising they are exposed to should be strictly focused on their favourite content types and formats.

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