In a piece of potentially good news for marketers, new research suggests that younger consumers may be more comfortable with targeted advertising, and in fact may prefer it. Compared to older consumers, Gen Zers are three times as likely to allow tracking when presented with prompts such as those for Apple’s App Tracking Transparency, according to research from Tinuiti. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.
How Gen Z consumers protect themselves online is also dramatically different when compared to baby boomers. Gen Z consumers were less likely to clear their browser cookies (41% vs. 59%) or to use an ad blocker (27% vs. 32%). However, Gen Z consumers were more likely to use a VPN (32% vs. 27%).
Another interesting finding is that Gen Zers are more likely to research a product prior to purchase than other generations. This applies to online shopping as well as in-store purchases. According to the report, Gen Z is more likely than baby boomers to search for a product or brand on a search engine (43% vs. 36%), search for a product or brand on social media (33% vs. 7%) or scan a QR code (25% vs. 9%). Read the full article here.