We live in a political world.
In 2022, politics informs more of our personal lives than ever before. And there’s an overwhelming understanding that partisanship—being affiliated with either the left or right, donkey or elephant, Democrat or Republican—is the name of the game.
But, as it turns out, there are plenty of people who occupy a political middle ground.
We penned American Ad Blocking Users’ Political Profile because we wanted to know how American ad blocking users, otherwise known as ad filterers—the 95% of users that have an ad blocker installed on their device but still consent to be served ads—fall on the red/blue divide.
We consulted the treasure trove of data that the GlobalWebIndex (GWI) keeps about online behavior. We examined voter affiliation, of course, but we also looked at reported values, demographic information, and the adjectives ad blocking users felt best described them.
And what we found is that, rather than being red or blue, ad filterers are…purple. This dynamic demographic doesn’t fit neatly into the Democrat or Republican box.
We’ve done a lot of deep digging into the ad blocking user profile in previous studies. In our last study, looked at the main—and auxiliary—reasons they block ads. In the previous study, we examined how and why ad filterers have such unsurpassed purchasing power and online activity. And, in our first report, we peered into why ad filterers lead the pack in terms of brand discovery and their appetite for digital content.
Interested in learning more about the motivations behind ad blocking? Just fill out the contact form below and American Ad Blocking Users’ Political Profile will be emailed to you—free of charge, of course.
Please fill in the contact form below and the report will be sent to you.
- Data, Studies, Insights