How different generations engage with ads
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, ensuring that their message is not only heard but acted upon.
A research-driven approach could help brands tailor their strategies to meet the expectations of diverse audiences. YouGov Profiles data reveals how, where, and when consumers are most engaged by advertising.
Data shows that advertising has a significant influence on consumer decision-making, with 41% of all adults agreeing that ads help them choose what to buy. This influence is most pronounced among younger audiences — 57% of Gen Z and 50% of Millennials acknowledge that ads guide their purchasing decisions. In contrast, only 36% of Gen X and 29% of Baby Boomers feel the same way.
Research from YouGov Profiles also sheds some light on the type of messaging consumers might appreciate. More than half (57%) of all consumers agree that companies should express how they feel on a topic, with this sentiment strongest among Gen Z (66%) and Millennials (64%). Gen X (55%) and Baby Boomers (46%) still care about brand values but place less importance on corporate messaging compared to younger generations.
Representation in ads is another critical factor. Half of Millennials (50%) and Gen Z (54%) believe their lifestyles are not adequately represented in advertising, compared to 47% of Gen X and Baby Boomers. Similarly, 65% of all adults, regardless of age, appreciate seeing "real-looking people" in ads, this high percentage is seen across generations.
Celebrity endorsements also have a generational component, with Gen Z (52%) and Millennials (44%) far more likely to enjoy ads featuring their favorite celebrities compared to Gen X (28%) and Baby Boomers (18%). Younger Americans also expect advertisements to entertain them (48% of Gen Z and 56% of Millennials).
Out-of-home (OOH) advertising, such as posters and billboards, remains a powerful tool. Nearly half of Gen Z (48%) and Millennials (48%) say they recommend products they've seen advertised on posters and billboards. A third of Gen X respondents (34%) and 23% of Baby Boomers do the same. In addition, 54% of Gen Z and 53% of Millennials frequently search for products on their phones after seeing OOH ads, further demonstrating how digital connectivity enhances engagement with this medium.
According to YouGov, 56% of Gen Z and 53% of Millennials are more likely to engage with ads that are tailored to their preferences. The figure dips among older consumers but still 43% of Gen X and 37% of Baby Boomers share the same sentiment.
Moreover, social media advertising significantly outperforms traditional website ads among younger audiences. A majority of Gen Z (57%) and Millennials (51%) prefer social media ads, whereas only 31% of Gen X and 18% of Baby Boomers feel the same way.
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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 US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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