Youth Have A More Positive Attitude Toward Advertising
While older consumers may claim a more cynical view towards advertising, research firm YouGov found that that the younger generation considers advertising helpful and enjoyable.
YouGov’s poll found that, in contrast to those ages 18 and older, most U.S. teenagers aged 13-17 say that advertising helps them choose what to buy (58 percent) and that they enjoy spots featuring celebrities (55 percent).
Their trust in advertising is more mixed. YouGov found that, when asked whether they find the ads they see, hear and read trustworthy, only 47 percent answered in the affirmative. Forty-six percent said that they were not trustworthy. Here they differ from older consumers as well. In a survey conducted last year, YouGov found that 61 percent of consumers ages 18 or older say that they generally trust advertising.
YouGov’s full survey results are available here.