Study: Aussie Ys & Boomers Feel Better Represented By Media Than By Advertising

Study: Aussie Ys & Boomers Feel Better Represented By Media Than By Advertising
SHARE
THIS



Millennials and Baby Boomers in Australia feel they are represented better by the media than by advertising, according to the latest research by YouGov.

The online survey comparing the opinions of respondents born between the mid-1940s and mid-1960s (Baby Boomers) and between the early 1980s and mid-1990s (Millennials), asked how well represented they feel by the way they see people look, act and have similar views to them in the media and advertising.

The survey found that more Millennials feel well represented than badly represented in both areas. By contrast, more baby boomers felt badly represented than well represented -both in the media and in advertising.

When it comes to the media, 60 per cent of Millennials say they feel well represented, against 31 per cent who feel that they are either not very well represented or not represented at all. The net score for Millennials (those who feel well represented minus those who do not) is 29; considerably higher than that of baby boomers (-21). By contrast, just a third of baby boomers feel well represented and 55 per cent feel poorly represented.

Both groups feel less well represented by advertising than by the media. The net score for Millennials is 14 points lower for advertising than it is for the media. Baby Boomers’ score plummets to -36.

Screen shot 2017-11-12 at 9.51.15 PM

Baby Boomers feel the biggest reason for feeling poorly represented is on account of their age (cited by 64 per cent of respondents), whereas Millennials who feel poorly represented say that race is the biggest factor (cited by a third of those polled).

Screen shot 2017-11-12 at 9.51.48 PM

A quarter of Millennials make purchases at least once a week based on things they’ve seen on social media

Millennials’ love of the digital world is well-documented, with selfies and social media playing a prominent role in many young people’s lives. Indeed, seven in 10 Millennials either read or watch content from social media at least once a day.

Less attention is paid to the time Baby Boomers spend on social media. The YouGov survey also found that nearly half (44 per cent) of Baby Boomers either read or watch content from social media at least once a day.

However, social media appears to shape consumer spending far more for Millennials than for baby boomers. While a quarter of Millennials make purchases at least once a week based on things they’ve seen on social media, just three per cent  of boomers do.

Commenting on the findings, YouGov’s head of omnibus, Jake Gammon, said, “With 44 per cent of Baby Boomers consuming content on social media at least once a day, and only three per cent influenced by the channel before purchasing items once a week, our research suggests the digital savviness of older generations is being underestimated by marketers. That coupled with the fact that age is cited as the biggest reason boomers feel misrepresented by the media and advertising makes the case for a digital strategy re-focused on engaging multiple age ranges.”

Please login with linkedin to comment

Marketing to Millennials yougov

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]