39% of UK consumers use ad blockers, finds Reuters study

Four in ten (39 per cent) of UK Internet users use ad-blocking technology to curb the number of promotions they see while browsing as they become increasingly dissatisfied with the types of ads on show, according to a new study. It’s not surprising then that many publishers are “abandoning the old models in favour of new ‘native’ advertising or sponsored content”, according to Reuters Digital News Report. Consumers are becoming more apathetic to online ads and increasingly searching for ways to screen them out of their experience, the report concluded, which is part of a fundamental shift in how they interact with brands online.

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