NO AD BLOCKERS FOR OLD MEN? DEMOGRAPHIC EVIDENCE FOR AD BLOCKER USAGE FROM GERMANY

Abstract

Web users are turning to ad blockers to avoid ads because they perceive them as an invasion of privacy, as annoying or as slackening their internet browsing experience. There has been significant research into factors driving ad blocker adoption. In this paper, the author will highlight significance correlation between ad blocker usage and age. The author conducted an online survey and built two groups, ad blocker users and non-users. When checking for significant differences in the demographic data, the author has found significant difference in the age of ad blocker users.