Most Millennials and Gen Z-ers Tune Out Mobile Ads, Survey Finds

By: Miranda Shulman

November 30, 2017

The generational divide among social media users is not as pronounced as it once was, but brands are having a harder time breaking through, according to Deloitte’s 11th annual Digital Democracy Survey.

While it’s no surprise that over 90 percent of millennials and Gen Z are active social media users, the survey found that 87 percent of Gen X, 73 percent of Baby Boomers and 63 percent of Matures (aka, the Silent Generation) are active as well.

But the way the generations arrive at purchasing decisions is evolving away from online ads. The survey found that 83 percent of all consumers will skip an online video ad if given the option, with 67 percent of consumers characterizing mobile ads as not at all useful to them, with the highest percent of naysayers coming from the youngest crowds—72 percent of Gen Z, and 71 percent of millennials indicating that mobile ads are irrelevant. As a result, 45 percent of millennials use ad-blocking software, with 89 percent saying the primary reason is to avoid all advertising.

On the flip side, 37 percent of consumers find it valuable to receive location-based ads on their smartphone and use them regularly. The survey also found that almost half (46 percent) of consumers said they pay more attention to an ad they can skip versus an ad they cannot skip.

Follow Miranda at:@miranda_shulman