by Wayne Friedman, 6 hours ago
Although there is much analysis to support Millennials' sense of brand skepticism, a new study says these key young consumers can be more favorable under certain conditions.
A comScore/YouTube study says “Millennials exhibit a more favorable response to brands that earn their loyalty and are relevant.”
In this light, the comScore/YouTube research shows that 62% of those 18-34 “take action after viewing an ad” and 47% say they pay more attention when viewing personalized ads.”
Older consumers are shown to have lower results -- 51% of those 35 and older take action after viewing an ad; with 35% paying attention when viewing personalized ads.
The study noted that Millennials have a slightly higher preference to watching TV series on YouTube versus older viewers: 12% have a preference to watching YouTube for current TV season shows, and 13% when it comes to watching previous TV season shows.
Viewers 35 years and older have a 4% preference for YouTube when it comes to current TV season shows and 9% for previous season shows.
Millennials continue to have a high preference for binge-watching -- 37% say they do some binge watching on a daily basis versus 14% for those 35% and older. On a weekly basis older consumers are more opt to binge watch like Millennials -- 23% of those 35 and older say they do this versus 28% of Millennials.
The survey is based data from 2,940 respondents.
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