We (Millennials) Have High Trust in Advertising
Insights from Nielsen’s Most Recent Global Study
When I hear a new conversation about Millennials, it usually has to do with how different we are from other generations. For example, as a generation growing up in the age of the Internet, the way we consume media is significantly different than that of other age segments. We exercise greater control over how, when and through what channel we watch, listen and read content. And overall, we tend to be more “connected.”
While this difference is apparent when it comes to most of our media habits, (i.e. older generations are just now embracing the Instagram phenomenon) and can elicit a negative connotation (i.e. we can be considered too connected), a recent study by Nielsen suggests that in other ways, Generation Y is similar to the rest of the population, and that our enthusiasm for technology can actually prove beneficial for advertisers.
This study shows that Millennials actually have the highest level of trust for nearly all advertising formats. That’s right – we may never look up from our phones, but while we’re scrolling we are paying attention to, engaging with and even responding to advertising. Nielsen’s study says this, “Even if they [millennials] rely less heavily on traditional channels, their trust and willingness to act on these formats remains high. While an integrated, multi-channel approach is best across all generations, it carries even more importance when reaching Millennials.”
So there you have it – as millennials, we want to engage with brands. We have high trust when it comes to advertising and want to develop brand loyalty – all it takes is getting our attention by being in the right place (television, computer, mobile device, etc.) at the right time.
Read more in the full study from Nielsen here.
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