Generations in the media age
Who streams, who still reads newspapers and what does the digital divide between the generations mean for brand communication? Questions about the perception of advertising per advertising channel provide clues and offer opportunities for a personalized approach.
The younger the generation, the more open they are to advertising. Almost 30% of Gen Z rate advertising as useful and for 27% it stimulates purchases. The more companies manage to align their message with the personal needs of the target groups, the more positive the perception will be.
Each generation has grown up with different media, which is clearly reflected in the way we use digital media today. While boomers still feel insecure, Gen X already recognizes the digital helpers. Gen Y is highly visual and multimedia-oriented, whereas Gen Z has the shortest attention span of all.
Whether young or old - when it comes to the importance of advertising, everyone agrees and catapults brochures, advertising leaflets and flyers into first place and gives them top marks for information, purchase planning and purchase decisions.
