Wealthier and older users are less likely than the young and less affluent to click on certain ad formats, according to a new study from iPerceptions.

The study found that 31 percent of respondents under the age of 25 were likely to click on a video ad, compared to just 21 percent for between the ages of 26 and 34. Only about 14 percent of those between the ages of 35 and 44 click on the ads.

The study also found that 40 percent of consumers who are likely to click on ads make less than $50 thousand per year.