For November, MediaCat Magazine is looking at how people are marketed to as they go through life and what we can learn from the differences between age groups. Diving into this theme, we reached out to Anna Murphy, VP of Product Management — Data Products at YouGov, to discuss their recent research into how different generations interact with ads.
YouGov recently conducted research into the ad preferences of different generations. How wide is the gap between younger and older generations?
Our data shows significant differences in the ad preferences of different generations. Advertising has a significant influence on younger consumers’ decision-making, with 50% of 18-24-year-olds agreeing that adverts help them choose what to buy. 25-34-year-olds are more likely to agree (48%) than disagree (39%), while 35-44-year-olds are as likely to agree (41%) as disagree (44%).
Advertising seems to be less convincing for older consumers. 50% of 45-55-year-olds and 62% of people over 55 disagree that ads help them choose what to buy. There is also a significant age split when we asked if people agreed or disagreed with the statement ‘Billboards showing dynamic content, like breaking news, capture my attention.’ For 18-24-year-olds, 31% agreed while 55% disagreed. On the other hand, 60% of consumers over 55 agreed while only 25% disagreed. Roughly two-thirds (65%) of 18-24-year-olds agree that companies and their brands should be able to express how they feel on a topic. However, this figure keeps decreasing with age — 63% of 25-34-year-olds agree, 54% of 35-44, and those over 55 are more likely to disagree (39%) than agree (29%).
What is the most popular ad platform among the younger generations? How does this differ from the preferences of Gen X and boomers?
Overall, 43% of Britons say adverts on social media grab their attention. The figure increases to 51% among Gen Z and millennials. Social media adverts continue to be the top attention-grabbers, even among Gen X and baby boomers, although at a lower level (44% and 32% respectively).
The popularity of celebrities is gradually declining, with online movements such Operation Blockout taking place this year. Are celebrities losing their ad appeal? How do consumers from different age groups feel about celebrity endorsement?
While consumers (22% of all Britons, 40% of Gen Z, 30% of millennials, 20% of Gen X and 9% of baby boomers) say that they enjoy watching adverts containing their favourite celebrities, a majority across all generations say that celebrity endorsements do not have an effect on the things they buy (76% of all Britons, 55% of Gen Z, 63% of millennials, 81% of Gen X and 92% of baby boomers).
Advancements in technology are increasingly enabling more tailored and targeted advertising. How do the different generations respond to personalised ads?
A higher share of Gen Z consumers agree that they are more likely to engage with adverts that are tailored to them (46%). However, this figure decreases as you go up the age scale (39% of millennials, 29% of Gen X and 21% of baby boomers), so it is safe to say that older consumers are less convinced by tailored adverts.
Finally, what advice would you give to advertisers going into 2025 considering the findings of this research?
Focus on social media and personalisation for younger generations, while adjusting messaging for older audiences. Minimise celebrity endorsements and highlight authentic brand voice.
Featured image: Andrea Piacquadio / Pexels