New figures from the IAB and YouGov reveal that 1 in 5 British adults use ad-blocking software.

These figures come from research by the IAB and YouGov.

According to the research, 18 - 24 year olds show the biggest aversion to advertisements on the internet.

22% of British adults use ad blocking software, according to the report.

This figure represents a 4% increase from the last figures, which were released in October 2015.

The report is based on a survey of 2, 000 British adults, which was conducted online between 19th February and 22nd February 2016.

The highest scoring group was 18 - 24 year olds, with 47% of the group using ad blocking software.

The lowest scoring group was 45 - 54 year olds, with just 16% using ad blockers.

 

“IAB believes that an ad funded internet is essential for providing revenue to publishers so they can continue to make their content, services and applications widely available at little, or no cost. We believe ad blocking undermines this approach and could mean consumers have to pay for content they currently get for free.” said CEO of the IAB, Guy Philipson.