U.S. Teens Prefer Offline Ads to Online
February 26, 2013 -- According to a new study by research firms Research Now and K&A BrandResearch, the new digital generation – teens, ages 12 to 17 -- generally have more favorable attitudes towards print, radio and TV advertisements, than online ads.
As reported by Marketing Charts, six hundred U.S. teens were presented with statements about advertisements and asked if each description was more applicable to digital ads, non-digital ads (magazines, out-of-home, TV and radio, for example), or whether the statement didn’t apply to them.
U.S. Teens' Attitudes Towards Offline and Online Ads
% of respondents
|Statement||Offline Ads||Online Ads||Didn't Apply|
|I often talk about them with my friends||32%||16%||52%|
|They really get on my nerves||23%||45%||33%|
|I try not to pay attention to them||21%||48%||31%|
|I like watching them||37%||17%||45%|
|I remember them for a long time||50%||12%||38%|
|I inform myself about the product advertised through the ad||39%||21%||39%|
|They introduced me to a product that I then went on to buy||46%||23%||31%|
|Source: Research Now/K&A BrandResearch|
- In terms of ad likability, teen respondents shared that they were twice as likely (32% vs. 16%) to talk with friends about offline ads than ads, such ads appearing on Facebook, YouTube and other online sources.
- When queried regarding ad annoyance, teens were twice as likely to cite online ads as getting on their nerves (45% vs. 23%). In fact, when asked about ads they try not to pay attention to, 48% pointed to online ads, compared to 21% citing offline ads.
- Teens stated they’re more likely to recall and share offline ads than online ads, too. When asked which ads they’re more likely to remember for a long time, half chose offline ads, while just 12% chose online ads.
- Asked about information gathering and influencing a purchase, offline ads again won out. Teens said print and other traditional ads were more likely to inform them (39% vs. 21%), and were twice as likely than digital ads to have introduced them to a product they then went on to buy (46% vs. 23%).
About: The data is derived from a study conducted by Research Now among 2,490 teens averaged 12 to 17. Respondents were recruited directly through their parents who provided consent for their teenager to participate in the study. The survey was designed by K&A BrandResearch. Interviews were conducted via Research Now’s youth panel in each of the following four markets: Germany, Poland, the United Kingdom and the United States. To ensure a safe and robust sample, quotas were set on age and gender across all four markets. The sample size among U.S. respondents was more than 600.
Source: Marketing Charts, American Teens Prefer Offline to Online Ads, Feb. 26, 2013.