46% of UK consumers open to relevant ads despite surge in ad blocking

Trinity McQueen has revealed that consumers will tolerate relevant online advertising, despite the popularity of ad-blocking.

In a study of 1,000 UK adults, it found that 56% of consumers now use ad-blocking software on their laptops and PCs, yet 46% say they don’t mind online advertising as long as it’s relevant to them.

The study also highlights the changing ways UK adults consume traditional and digital media. 29% of UK adults would be happy never to watch scheduled TV again, while one third say that scheduled TV does not fit in with their lifestyle. Additionally, 41% of UK adults now subscribe to an on-demand service such as Netflix, Amazon Prime or Now TV.

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