Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group
Characteristic
16-24
16-24
35-44
45-54
55-64
65-74
75+
Strongly agree
22%
30%
36%
38%
41%
42%
45%
Tend to agree
27%
31%
30%
33%
35%
42%
35%
Neither agree nor disagree
25%
21%
19%
19%
15%
11%
14%
Tend to disagree
18%
12%
10%
7%
6%
4%
3%
Strongly disagree
4%
3%
3%
3%
2%
1%
1%
Don't know
2%
2%
1%
1%
-
-
2%
Prefer not to say
2%
1%
-
-
-
-
1%
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During an April 2024 survey, approximately 80 percent of consumers in the United Kingdom (UK) aged 75 and older reported feeling frustrated when receiving online ads based on their search history or other online activities. Among those aged 65 to 74, the share stood at 83 percent, followed by 76 percent of respondents aged 55 to 64. Younger consumers expressed lower frustration levels, with 49 percent of those aged 16 to 24 agreeing.
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Department for Digital, Culture, Media and Sport (UK). (December 2, 2024). Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1559654/frustration-online-ads-search-history-by-age-uk/
Department for Digital, Culture, Media and Sport (UK). "Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group." Chart. December 2, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1559654/frustration-online-ads-search-history-by-age-uk/
Department for Digital, Culture, Media and Sport (UK). (2024). Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1559654/frustration-online-ads-search-history-by-age-uk/
Department for Digital, Culture, Media and Sport (UK). "Share of Consumers Frustrated When Receiving Online Ads Based on Their Search History or Other Things They Did Online in The United Kingdom (Uk) as of April 2024, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 2 Dec 2024, /statistics/1559654/frustration-online-ads-search-history-by-age-uk/
Department for Digital, Culture, Media and Sport (UK), Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group ÌÇÐÄÆƽâ°æ, /statistics/1559654/frustration-online-ads-search-history-by-age-uk/ (last visited July 26, 2026)
Share of consumers frustrated when receiving online ads based on their search history or other things they did online in the United Kingdom (UK) as of April 2024, by age group [Graph], Department for Digital, Culture, Media and Sport (UK), December 2, 2024. [Online]. Available: /statistics/1559654/frustration-online-ads-search-history-by-age-uk/
