Millennials are more than twice as likely to share ads online than any other age group, according to a new study from ad tech outfit Unruly.
Those in the 18 to 34 year-old age bracket were found to be 112 per cent more inclined to repost content from brands compared to other demographics, which in light of the group's global combined spending power of $2.45tn will come as welcome news to marketers.
The Unruly Future Video Survey questioned 3,200 internet users from the US, UK, Australia, Japan and other countries around their viewing habits to learn how Millennial audiences differ in behavior and preference from Gen Z, Gen X and Baby Boomers. This was combined with information from Unruly's Pulse platform which is powered by first-party data on emotional advertising,
'Creeped out' by ads
On top of sharing ads more, this digital-savvy age group were found to be turned off by low quality content, with 93 per cent claiming they would consider installing ad blocking software in the future.
Over 43 per cent of millennials said they were considering ad blockers because they felt "creeped out" by brands that followed them around the web. Close to half said they were sick of being served the same ads repeatedly, while 59 per cent asserted they were fatigued by the amount of ads being thrown their way.
Interestingly, four out of five young people admitted to muting video ads, such as YouTube pre-rolls, and were established as the age bracket most likely to do so.
High-risk, high-reward demographic
“For advertisers wanting to connect with millennials, this is a high-risk, high-reward demographic," said Unruly’s co-chief executive Sarah Wood.
“They’re overexposed to ads, and looking to clean up their online experiences by installing ad blockers. This presents a great opportunity for the advertisers who take the time to create content that cuts through to engage and inspire millennials," she added.
Authenticity was also found to be key when targeting this age group; over 74 per cent of millennials said they would lose trust in a brand if their ad didn't feel genuine. This finding coincides with Amplify's Young Blood study which was released last week, and indicated that brands focus on creating real connections to if they want to woo this age group.