The research also revealed that 26% of the 45-64 year-olds surveyed were happy to see advertising in exchange for free online content, provided the ads are not intrusive. In terms of ad placement, 17% of all consumers most frequently noticed ads embedded within the content itself. However, 33% of consumers feel ads have become too intrusive and overwhelming, while younger shoppers appreciate the increased relevancy and personalization of ads.
Key takeaways:
- Gen X and Baby Boomer generations are most receptive to digital ads when it comes to making purchases, with 37% of consumers between the ages of 45- and 54-year-olds, and 40% between the ages of 55 and 64 making purchases from ads they see online at least every few months.
- During the holidays, consumers are more likely to click on an ad if it means saving time when researching information about a product or making a purchase.
- Some 26% of the 45- to 64-year-olds surveyed were “happy” to see advertising in exchange for free online content on the condition that ads are not intrusive.
- Shoppers were more likely to notice ads embedded within the content itself, with 17% of all consumers stating it was where they most frequently noticed ads.