• by Jack Loechner , Staff Writer @mp_research, March 8, 2016

According to new research by eZanga, across several demographics to understand consumers’ interactions and preferences for emerging advertising formats, Generation Z (Born: 1995-2012; Population: 23 million) appears unable to identify advertisements on mobile devices, as 31% say that they are rarely ever exposed to mobile advertisements.

All consumers were given questions focusing on sponsored content, digital video, social, and pay per call. The results reveal deep insights that can be leveraged across brands, agencies, marketers, and publishers, suggests the report.

Baby Boomers (ages 55+) were least receptive to any form of digital advertisements, with 17% of respondents reporting the use of ad blockers. The age group was also least likely to click on advertisements by accident, with 28% reporting they never accidently click on ads.

56% of respondents reported they never want human interaction after interacting with ads, due to the types of advertisements Baby Boomers have been exposed to during their lifetime, says the report. 13% of Boomers state they were more likely to view a mobile video to completion if it featured a celebrity or influencer, the highest of any other age group.

Millennials (Born:1977-1994 Current Population: 71 million)were the most neutral to advertisements, with 47% of respondents in the age group being neutral to sponsored content. Only 20% are likely to click on sponsored content, and 20% reporting the advertisements presented are relevant to their interests and lifestyle

A potpourri of data from the study is included in the report:

General Sentiments Expressed:

• 28% of respondents were most receptive to social media advertisements
• Ages 14-17 were most tolerant of mobile video advertisements, with 23% reporting they were most receptive to video ads on mobile devices
• Millennials were least responsive to pop-ups, with 4% reporting that they would interact with pop-ups
• Ages 35+ reported being the most capable of identifying ads, with 31% stating that advertisements never get past their radar
• 25% of respondents ages 14-17 reported that the ads they were served were very relevant to them and their lifestyle.
• 60% of respondents age 45+ reported that most of the ads they are served are either redundant or repetitive.

75% of all respondents reported that they click on ads by accident more often than not, while the ages 54+ were least likely to click on an ad by accident, with 28% reporting they never accidently click on ads. 33% of men, 37% of women and 54% of Baby Boomers reported that advertisements were very likely to lead them to unintended destinations. 15% of Millennials, and 28% of Baby Boomers, reported that when interacting with advertisements they were somewhat likely to lead them to unintended destinations

Sponsored Content:

• 37% of all respondents reported that it was either very likely or likely for them to click on sponsored content
• Ages 14-34 were the most receptive to sponsored content, with 41% reporting that it was either very likely or likely for them to click on sponsored content
• 37% of respondents age 45+ stated that they never click on sponsored content.
• 83% of users who use ad-blocking software reported having negative feelings towards sponsored content because it masquerades itself as original content
• Ages 14-24 were the most neutral of sponsored content, with 48% reporting that they don’t mind sponsored messaging, viewing it as any other form of advertisement
• Ages 45+ were the least receptive to sponsored content, with 40% reporting that it was a nuisance
• Millennials (ages 18-34) were the most receptive of sponsored content, with 48% reporting positive feelings towards the ad type, stating that it’s more informative than traditional ads

35% of all respondents reported that they are prompted to make direct calls from mobile advertisements every day or multiple times a week, while 47% of ages 14-34 are urged to make direct calls by a mobile ad at least a few times every two weeks. 38% of ages 14-24 reported that they were urged to make direct calls from a mobile ad multiple times a week, at minimum.

7% of all respondents reported the use of ad-blocking software, with women 2% more likely than men to use ad-blocking software, says the report. Respondents age 54+ reported the highest use of ad blockers, with 17% stating they use the software, while those whose age is Ages 14-17 reported the lowest use of ad blockers, with 3% stating that they use the software.

Mobile Video:

• YouTube was reported as the most commonly used platform to view mobile video, with 28% of respondents reporting the platform as their main source for video consumption. Respondents age 45+ reported Facebook as their main platform for video consumption, with 27% stating they view most mobile video content on the site.
• Twitter, Instagram, and Snapchat were the platforms least likely to be used for viewing mobile video, with a collective 6% of respondents reporting the platforms as their main source for consumption.
• 33% of all respondents reported that they view mobile video ads 1-5 times per week to completion. 24% of respondents ages 14-24 reported viewing 5-10 mobile video ads to completion per week. 54% of respondents age 45+ reported they never view mobile video ads to completion.
• 14% of respondents ages 14-17 stated that they were less likely to skip video content if it was a tutorial. This is the highest percentage of any age group for tutorials, says the report. 30% of all respondents were least likely to skip video content if it was humorous.
• Baby Boomers were the most receptive to videos containing celebrities or influencers, with 13% reporting they would be least likely to skip the content. This is most likely due to commercials being the most common form of advertising throughout their lifetime, opines the report. Ages 14-17 were the least receptive to videos featuring celebrities, with only 7% reporting that they wouldn’t skip the content.

For additional information from eZanga, please vist here.