According to a recent study, traditional advertising is ineffective for companies that want to reach Gen Z consumers. The report states that consumers born between 1997 and 2012 are pretty much tuned out to the constant barrage of daily advertisements.
Some highlights from the report:
- 99% of Gen Z will click skip on an ad if given the choice, and 63% use ad blockers to avoid seeing ads online altogether. Ouch, we say.
- 74% say they feel inundated by advertisements.
- 75% also said they were annoyed by advertisements because of the intrusions they make on their free time.
- 84% of Gen Z distrust influencers. In fact, 86% would purchase a product based on a friend’s recommendation rather than a paid influencer.
Lots to think about then when it comes to targeting Gen Z. Most importantly, if you need to reach them, where will you be putting your marketing dollars? Not all in on the ads front, we hope.