Millennials Are Most Trusting When it Comes to Advertising

Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. Has media proliferation watered down the resonance of their message?

Millennials (age 21-34), who came of age with the Internet, have the highest levels of trust in online and mobile formats, followed closely by Generation X (age 35-49). While that may not come as a surprise, it’s not just online and mobile advertising formats where Millennials exceed the average.

“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.”

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Other findings from the report include:

  • Self-reported action levels exceed trust levels by more than double digits for ads served in search engine results, ads on social networks and magazines.
  • More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family, while two-thirds (66%) say they trust consumer opinions posted online.

Thanks to the folks at Nielson for this information. For more detail and insight, download Nielsen’s Global Trust in Advertising Report.