Globally, 31% of internet users say they find new brands or products from ads they’ve seen online, making this the fourth most important discovery source among those tracked by GWI.

Despite younger internet users being the biggest users of ad-blockers, they’re still among the most likely to discover brands via this source. Some 32% of 16-44s say they find new brands this way, compared to just a quarter of 55-64s.

That younger internet users spend longer amounts of time online each day is likely to be having an impact here. Indeed, there’s a similar pattern for TV ads: older internet users spend the most time watching linear TV each day and are also much more likely to say they find new brands or products through TV ads.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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