Continuing our series on ad-blocking, today we put a spotlight on an audience of online news readers, to assess the challenge to news publishers.

The news industry’s dependence on advertising income faces a strong test from ad-blocking tools. Millennial online news readers are most likely to use ad-blockers (58%), and Gen Z (56%) are not far behind. Yet the Baby Boomers of this group are also discovering these tools, with 38% using them.

With ad-blocking established among the majority of younger online news readers, we can expect it to become mainstream in the future. As we have already shown this week, ad-frustration is the key factor driving ad-blocking, and so in accommodating their ad-blocking audience, publishers have to ensure that the ads they serve are relevant and unintrusive.

In tomorrow’s chart, we will take a closer look at ad-blocking Millennials and their engagement with paid digital content.

Online news readers are defined as internet users aged 16-64 who say that they read online press.

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Written by

Chris is a Senior Trends Analyst at GlobalWebIndex. Moving to the company in 2017 after working in publishing, he produces blogs, infographics and reports on the most pressing topics in the worlds of technology, marketing, and many others.

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