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Currently thirty percent of the Americans, aged 12 to 64, own or subscribe to a TiVo or DVR service. Everyone says they don't like ads, but according to Mike Vorhaus, senior VP managing director of new media and strategy for Frank N. Magid Associates, this isn't true. Of course everyone is different and people "report quite a bit of diversity in the percentage of ads they skip".
Older Americans are more likely to skip ads. Fifty-two percent of the men aged 55 to 64, say they skip commercials 100% of the time. Twenty-one percent of our youngsters (12-17) say the same, which shows a huge difference between the young and old in today's society.
Reason behind this is that older men are "very focused on their TV viewing", while young men could easily be mulit-tasking... Listening to music, texting, surfing the web and playing games are the reasons why young people skip ads less.
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