According to Roy Morgan Research's latest single source survey of more than 50,000 Australians, 25% percent of us 'engage' with at least one form of online advertising (eg, by clicking on ads, watching advertising in videos, or reading an email newsletter) in an average month.
But the research reveals, or perhaps confirms, what you expected about differences between age groups.
While Gen Y accounts for 25% of the population, 30% engaged with online advertising.
Morgan's figures suggest that if you want to reach generations X and Y through online advertising, it doesn't much matter which form you use. But Gen Z accounts for a much higher proportion of video advertising consumption, and the reverse is true for Boomers.
This may relate to the amount of time Gen Zs spend online - 25 hours a week on average, compared with 22 hours for Gen Ys.
But when it comes to ad consumption on smartphones, Gen Y is way ahead of their seniors and juniors, accounting for over half of the advertising activities on such devices.
"Having come of age in the digital era, it's understandable that Generation Y would be the most active consumers of online advertising overall," said Roy Morgan Research general manager for media and communications George Pesutto.
"For them, it's normal, whereas Boomer generations are more accustomed to advertising via traditional media. Online advertising (especially e-newsletters and clickable online ads) is also an effective means of reaching the switched-on Gen X market.
"Generation Y owns more smartphones than the other generations, so the fact that they account for such a high percentage of people engaging in advertising-related activities via their smartphones is to be expected."
However, Morgan does not have any figures on the level of engagement with in-app advertising versus web advertising: "we are looking to adjust our research into online behaviour to include apps," a spokesperson told iTWire.