Adobe publishes the results of a study carried out with Advanis on the perception of online advertising in France according to generations; interesting data for marketers who seek to reach their targets by activating Luxembourg WhatsApp Number List levers. If you want to reach your audiences on social networks, you must first know which networks are used according to age groups. In this regard, Instagram (71%) exceeds Facebook (63%) among the youngest (Generation Z). Facebook is neck and neck with YouTube (62%), which is placed on the third step of the podium. On the other hand, Facebook is resisting and remains the most used social network among all other generations (Millennials 77%, Generation X 73%, Baby boomers 58%). Millennials are the ones who use Facebook the most, then the proportion is decreasing.

Millennials also use Instagram, while older people don’t. Adobe teams questioned the panel (made up of 1,203 French people, interviewed in August 2019) about their relationships with brands on social networks. 70% of the youngest believe that social networks and messaging are a place where companies have their place, they regularly interact with brands on these platforms. This proportion decreases over time: only a third of the oldest consider social networks as an appropriate place for companies. Appreciation of advertisements and protection of personal data The figures show that online content influences the younger generations more. Everyone agrees on this point, Generation Z is well aware of the influence to which it is the subject. All the content is combined here: press articles, influencers, friends on social networks and of course online advertisements.

Use Of Social Networks And Relationships With Companies

The study focuses more precisely on the perception of “advertising experiences” to determine the appreciation of the devices by Internet users. In exchange for data, geolocated offers are the type of advertising most appreciated by 30% of Internet users. Conversely, it is the device least appreciated by 15% of respondents. Whatever their age, Internet users are relatively ready to trade their data against these offers triggered by geolocation. On the other hand, no consensus was observed on the other types of advertisements tested. Respondents are divided for personalized messages based on past purchases, content that matches interests, recommendations from influencers, advertisements indicating that a friend has already opted for a particular product, etc. In most cases In some cases, these data-driven ads will be liked by some consumers and disliked by others.


When do consumers refuse to trade their data? When they don’t trust a brand, want to avoid SPAM, and when the company isn’t able to clearly explain how their data will be handled. Links to the T & Cs and the privacy policy are not enough, more and more users are accepting the transmission of data only when their treatment is clearly explained. Brand safety, brands on the front line Finally, the study looks at an issue that concerns many brands: brand safety. Respondents answered the question: “when you see an advertisement alongside content you don’t like (terrorist propaganda videos, unacceptable images…), whose fault is it” ? Either way, the panel considers the brand and the website to be at fault.

Appreciation Of Advertisements And Protection Of Personal Data

The younger the respondents, the more they believe that the fault lies mainly with the brand displayed on the advertisement. But if the youngest are those who blame brands the most, they are also the least resentful. 24% (vs. 52% of older people) plan to boycott brands displayed on low-recommended sites and 18% (versus 38% of older people) are unwilling to forgive companies whose ads have been exposed on these sites. In any case, intermediaries like ad networks and agencies are rarely mentioned … If advertisements for your brand are displayed on these sites to be avoided, you can blame whoever you want but in the end, it is your brand that will be affected.


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