The Most Trusting Advertising Audience? Millennials By a Mile, Says Nielsen Research

While a recent Nielsen global survey discovered that trust levels in advertising have remained fairly consistent for the past two years, millennials (ages 21-34) boast the highest levels of trust in online and mobile formats. It makes sense, since this demographic “came of age with the Internet,” according to Nielsen. And it’s not just online …   Read More

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The Most Trusting Advertising Audience Millennials By a Mile, Says Nielsen ResearchWhile a recent Nielsen global survey discovered that trust levels in advertising have remained fairly consistent for the past two years, millennials (ages 21-34) boast the highest levels of trust in online and mobile formats.

It makes sense, since this demographic “came of age with the Internet,” according to Nielsen.

And it’s not just online and mobile advertising formats where Millennials exceed the average.

“They also show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers, and magazines, and they’re also the most willing to take action on 16 of 19 formats,” Nielsen researchers said.

That’s why cross-channel engagement strategies are critical with this age sector.

“Millennials consume media differently than their older counterparts, exercising greater control over when and where they watch, listen, and read content — and on which device,” said Randall Beard, president, Nielsen Expanded Verticals. “But even if they 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.”

The Nielsen survey also discovered that among global regions, European respondents “are most skeptical about advertising, with the lowest reported levels of trust for all 19 formats.”

Europeans are also the least likely to say they take action on nearly all (18 of 19 in Nielsen’s survey) advertising formats.

Another interesting highlight?

“Humorous ads resonate most in strongly in Western markets; health-themed ads are rated highest in Latin America; and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East,” Nielsen revealed.

And this one also makes intuitive sense: “High-energy/action advertising themes” speak to younger respondents, while “pets/animal-centered ads” resonate more with older respondents.

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