Advertising by age: Platforms and content that influence consumer behaviour
Reaching the right audience through advertising is essential in today's competitive market. By understanding how different age groups respond to ads, companies can craft strategies that resonate more deeply with their target audience.
YouGov Profiles data offers a look into the preferences and behaviours of consumers from different generations. It reveals how, where, and what types of ads attract the attention of various demographics, offering brands insights into tailoring their approach for optimal engagement.
Does advertising influence purchasing decisions? According to the data, 33% of all respondents say that advertising helps them decide what to buy. This figure jumps significantly for younger audiences, with 51% of Gen Z and 44% of Millennials agreeing. While Gen X (31%) and Baby Boomers (17%) are less likely to be directly influenced by ads.
Representation and platforms
When it comes to representation in ads, consumers across all generations appreciate authenticity. "Real-looking people" in ads are a popular choice, with over 65% of respondents expressing agreement.
Celebrity endorsements, however, appeal to a narrower audience. Only 22% of the general population enjoys watching ads with their favourite celebrities, though this preference is more pronounced in Gen Z (40%) and Millennials (30%), compared to Gen X (20%) and Baby Boomers (9%).
Traditional media still holds some sway, particularly among younger audiences. TV ads are appreciated by 26% of all respondents, with a slight bump for Millennials (31%) and Gen Z (30%). Cinema ads, by contrast, are much more popular, with 46% of all respondents expressing enjoyment. This figure rises to 58% for Gen Z and 56% for Millennials, showing that these younger generations are particularly engaged in the theatre experience. In contrast, Baby Boomers (27%) are far less enthusiastic.
Noticing ads in public spaces
The data also reveals how people notice ads in public spaces. Gen Z and Millennials are more likely to notice adverts in transit environments, with 63% of Gen Z and 53% of Millennials reporting that they notice adverts on trains, compared to 44% of Gen X and 28% of Baby Boomers. Similarly, 62% of Gen Z and 52% of Millennials notice ads on the sides of buses. Ads in train stations, airports, and bus stops also capture the attention of younger generations far more than older ones.
Tailored ads for increased engagement
Engagement with ads also varies by generation, particularly when it comes to personalisation. Roughly two-fifths of Gen Z (45%) and Millennials (38%) are more likely to engage with ads tailored specifically to them, compared to 29% of Gen X and 21% of Baby Boomers. Social media is also a major factor with 55% of Gen Z and 43% of Millennials saying they are more likely to engage with ads on social media platforms than on regular websites, compared to just 19% of Gen X and 7% of Baby Boomers.
These generational differences underscore the importance of understanding the platforms and types of ads that resonate with each demographic. Brands that tailor their advertising strategies based on these insights could be more likely to effectively reach their target audience.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the UK is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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