Today’s digitally-connected teenagers appear to be of two minds about the level of trust they should place in ads they see, read, or hear. For starters, the teens try not to be judgmental, which makes them more open than many older cohorts. But there’s also the matter of where they encounter ads: on Snapchat, Instagram, and other social sites they view as uniquely tailored to their generation.
The insights come from fresh data collated by YouGov, which include the fact that 47 percent of U.S. internet users between the ages of 13 and 17 “found ads to be at least somewhat trustworthy.” On the other hand, notes eMarketer, 46 percent felt the opposite. The remaining six percent had no opinion, according to the survey which was conducted in May, 2017.
“Compared to their elders, teens probably ingest a disproportionate amount of their advertising in venues like Snapchat and Instagram, which they regard as their own turf,” said analyst Mark Dolliver. “That might make them less inclined to be instinctively distrustful of the ads.
The essential teen trust-building component could very well be their existing social networks.
“A teen is more likely to see an ad because it has been shared by a friend via social media, so that may also lend it more credibility,” Dolliver noted.
Other recent research — with separate data from Kantar Millward Brown — revealed that “teen internet users worldwide were more likely than older respondents to be impatient with invasive digital ad formats like online display ads, video ads, and autoplay ads on social channels. Teens were also significantly more likely to skip ads than older people.”
Teens may skip an ad, unless a friend has recommended it, but that’s about it. According to eMarketer reading of the data, teens are less likely than millennials to use ad blockers.