The most common reason for blocking online ads is because they are interruptive ( 73%) and annoying ( 55%) according to the IAB’s Ad Blocking report conducted by YouGov.

Men ( 22%) are currently more than twice as likely to block ads as women ( 9%). It’s most prevalent among 18- to 24-year-olds ( 34%) and 25- to 34-year-olds ( 19%). Regionally, people in the North and Scotland (both 19%) are the most likely to be doing so.

But only just over half ( 52%) of those who’ve used the software said their main motivation was to block all ads; 12% said it was to block certain types of ads and 11% said it was to block ads from certain websites.

Among those currently using ad blocking software, 80% are doing so on laptops, 46% on desktop PCs. Less than one in five ( 19%) is blocking ads on tablets or mobiles.

IAB’s CEO, Guy Phillipson said: “When it comes to a free and an ad-free internet, a lot of consumers want to have their cake and eat it. However, those unaware that most online services are free – or cost very little – because sites make money from showing visitors ads, could be in for a shock if websites start charging for access because ad blocking reduces their revenue from advertising.

“The bottom line is that if the web didn’t have ads, most sites could only exist by charging subscriptions.”

YouGov’s total sample size was 2057 adults, the survey was conducted online between 9-10^thJune 2015. The figures have been weighted and are representative of all GB adults (aged 18+).