Study: Advertising influences millennials the most
Millennials — more than any other generation — are "impulse buyers.”
Not only are millennials more likely to make purchases after seeing or hearing advertisements compared to older generations, about 81% of millennials surveyed made a purchase after seeing or hearing an advertisement in the last 30 days, according to the “2017 Advertising Survey” from B2B ratings and reviews firm, Clutch.
Despite millennials' higher tendency for "impulse buying" when it comes to new products and brands, Baby Boomers and other generations over age 55, are less influenced by advertising. Only 57% made a purchase as a result of an advertisement — regardless of the medium.
About 54% of Baby Boomers trust TV and print advertising, and just 27% trust online and social media advertising. However, 64% of millennials trust TV and print advertising, and 51% trust online and social media advertising. Millennials higher trust level stems from having more resources available to discover if a brand's message is misleading, the study said.
Overall, consumers view traditional advertising mediums — TV, print, and radio — as the most trustworthy, while they view online and social media advertising more skeptically, the report said.
Consumer income is also a factor in advertising influence. The study found that 83% of consumers with a household income over $100,000 were more likely to make a purchase as a result of an advertisement, compared to 68% of consumers with household incomes of less than $49,999. This is due to a higher disposable income and more spending power.
Overall, advertisements still influence 90% of consumers in their purchasing decisions, and consumers — regardless of generation — are most likely to make a purchase after seeing or hearing an advertisement on TV and in print, according to the study.
"Baby Boomers have already gotten set in their ways in regards to the brands they prefer, so an ad might not convince them to buy something," said Rob Albertson, managing director of Bandwidth Marketing. “There's an aspect of spontaneity in millennials that would cause them to try something."
Not only are millennials more likely to make purchases after seeing or hearing advertisements compared to older generations, about 81% of millennials surveyed made a purchase after seeing or hearing an advertisement in the last 30 days, according to the “2017 Advertising Survey” from B2B ratings and reviews firm, Clutch.
Despite millennials' higher tendency for "impulse buying" when it comes to new products and brands, Baby Boomers and other generations over age 55, are less influenced by advertising. Only 57% made a purchase as a result of an advertisement — regardless of the medium.
About 54% of Baby Boomers trust TV and print advertising, and just 27% trust online and social media advertising. However, 64% of millennials trust TV and print advertising, and 51% trust online and social media advertising. Millennials higher trust level stems from having more resources available to discover if a brand's message is misleading, the study said.
Overall, consumers view traditional advertising mediums — TV, print, and radio — as the most trustworthy, while they view online and social media advertising more skeptically, the report said.
Consumer income is also a factor in advertising influence. The study found that 83% of consumers with a household income over $100,000 were more likely to make a purchase as a result of an advertisement, compared to 68% of consumers with household incomes of less than $49,999. This is due to a higher disposable income and more spending power.
Overall, advertisements still influence 90% of consumers in their purchasing decisions, and consumers — regardless of generation — are most likely to make a purchase after seeing or hearing an advertisement on TV and in print, according to the study.
"Baby Boomers have already gotten set in their ways in regards to the brands they prefer, so an ad might not convince them to buy something," said Rob Albertson, managing director of Bandwidth Marketing. “There's an aspect of spontaneity in millennials that would cause them to try something."