Know who’s really skeptical of advertising? Gen Z.
Study: This group is more resistant to ads than Millennials
January 12, 2017
Right now, advertisers are obsessed with Millennials, those ages 18-34 whose media habits are quite different from the generations before them.
But soon, Generation Z will supplant Millennials as advertisers’ preferred target. These young people, ages 16-19, are even more digitally inclined, growing up with smartphones and iPads and social media.
And, unfortunately for advertisers, they’re much less receptive to advertising.
That’s one conclusion from a new report from Millward Brown, which looks at advertising and attitudes for Generation X, Generation Y (a subset of Millennials) and Gen Z.
It found Generation Z has a much less-positive perception of advertising than the two previous generations. They are especially unimpressed with online advertising—interesting, considering how much time this group spends on their phones.
The study asked respondents to describe their attitude toward a slew of different ad formats, from billboards to direct mail to video.
Only one category, cinema, got more than a 50 percent positive rating from Gen Z (62 percent). By contrast, more than 50 percent of Gen Y said they liked four categories.
Less than 25 percent of Gen Z had a positive perception of four ad categories (online search, online display, desktop video and mobile video). Neither Gen Y nor Gen X had any categories of less than 25 percent.
The takeaway for buyers
Millward Brown noted several things advertisers and media people should keep in mind.
One is that, despite the perception Gen Z is totally digital, they actually had more positive perceptions of many offline forms of advertising, such as cinema and billboards and magazines, than online.
They’re especially annoyed by ads they see as invasive, such as non-skippable preroll video ads.
Finally, they rate humor and music as by far the most important parts of creating an appealing ad. Advertisers will better connect with them when they heed those preferences.
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