TV advertising still resonates with most viewers, and social media advertising is suitable for reaching Generation Z.
With a quarter of teens watching content primarily using social media for search, it’s likely that Generation Alpha will have similar search preferences in the future.
A survey on popular ways to discover new brands and products showed the following results (% of consumers in each generation):
Generation Z: 32% – social media advertising, 28% – TV advertising, 28% – search engines.
Millennials: 33% – search engines, 30% – social media advertising, 30% – TV advertising.
Generation X: 37% – search engines, 36% – TV advertising, 32% – word of mouth.
Boomers: 46% – TV advertising, 40% – word of mouth, 38% – search engines.
Source
Considering options or middle of the funnel
At this stage, more people are turning to social media controlling directors email list to research the brand and product. Content should help them do this by sparking curiosity and encouraging exploration.
Also at this point the influence what is cloud storage? of reviews is strongly felt. Therefore, we recommend using them in advertising to gain the trust of potential customers.
So, popular ways of brand research (% of consumers in each generation):
Generation Z: 52% – social media, 45% – search engines, 34% – consumer reviews.
Millennials: 50% – search engines, 49% – social media, 38% – consumer reviews.
Generation X: 56% – search engines, 42% – social media, 40% – consumer reviews.Boomers: 62% – search engines, 42% – brand sites, 42% – consumer reviews.
Source
Purchase or Bottom of Funnel
Regardless of who you focus on, there are two statistical conclusions.
First, people don’t want to pay for shipping, second turkey data everyone loves sales.
If you can offer these bonuses, include them in your key messages to attract more potential customers.
The three main drivers of online shopping that increase the likelihood of purchasing a product online are:
- 52% – free shipping;
- 39% – coupons and discounts.
The top two drivers are the same across all generations, with significant differences in the third-most important option: Gen Z and Millennials cited customer feedback (32%), while Gen X and Boomers cited ease of return processing (35%).
Of course, consumers want to trust brands, but it is the use of these drivers in advertising activities aimed at a specific audience segment that will help increase their effectiveness.