Millennials feel better represented by the media than by advertising

Millennials feel better represented by the media than by advertising
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New YouGov research reveals social media is missing a trick by ignoring baby boomers

Millennials and baby boomers in China feel they are represented better by the media than by advertising, according to new YouGov Omnibus research.

The online survey comparing the opinions of respondents born between the mid-1940s and mid-1960s (baby boomers) and between the early 1980s and mid-1990s (millennials), asked how well represented they feel by the way they see people look, act and have similar views to them in the media and advertising.

When it comes to the media, 56% of millennials say they feel well represented, against 28% who feel that they are either not very well represented or not represented at all. The net score for millennials (those who feel well represented minus those who do not) is 28; slightly lower than that of baby boomers (32).

Millennials feel far less well represented by advertising than by the media. The net score for millennials is 16 points lower advertising than it is for the media. Baby boomers’ score plummets to falls by one point to 31.  

Baby boomers feel the biggest reason for feeling poorly represented is on account of their age (cited by 56% of respondents), whereas millennials who feel poorly represented say that their occupation is the biggest factor (cited by 37% of those polled).

 

A fifth of baby boomers make purchases at least once a week based on things they’ve seen on social media

Millennials’ love of the digital world is well-documented, with selfies and social media playing a prominent role in many young people’s lives. Indeed, 4 in 10 millennials either read or watch content from social media at least once a day.

Less attention is paid to the time baby boomers spend on social media. The YouGov Omnibus survey also found that nearly half (45%) of baby boomers either read or watch content from social media at least once a day.

Social media also appears to shape consumer spending more for baby boomers than for millennials. While 1 in 7 millennials make purchases at least once a week based on things they’ve seen on social media, nearly 1 in 5 baby boomers do.

Commenting on the findings, YouGov’s Head of Omnibus, Jake Gammon, said, “With 45% of baby boomers consuming content on social media at least once a day, and nearly a fifth are influenced by the channel before purchasing items at least once a week, our research suggests the digital savviness of older generations is being underestimated by marketers. That coupled with the fact that age is cited as the biggest reason boomers feel misrepresented by the media and advertising makes the case for a digital strategy re-focused on engaging multiple age ranges.”

*Data was collected online by YouGov Omnibus between 27 September and 4 October 2017 among 1,012 respondents in China. Results are representative of the adult online population.

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