Young Adults Do Like Marketing After All
By Anna Johnson on November 26th, 2008A study by Synovate brings into question the idea that men and women aged 18-to-24-year-old are ‘immune’ to marketing messages or brands. In fact, people in this age group are quite enthusiastic about brands that are relevant to them.
Synovate’s June-July 2008 survey of young adults found that 28 percent of respondents had talked about a major brand on a discussion forum, 23 percent had put brand-related content on their instant messaging (IM) profile, and 19 percent had added branded content to their homepage or social networking site.
Furthermore, nearly 50 percent had clicked on online ads, and 18 percent had accessed brand and product information through a portal. Meanwhile, nearly 25 percent of 18-to-24 year olds had uploaded ads to social networks and online video sites in the past month.
Source: eMarketer, “Are Young Adults Really Brand-Resistant?” eMarketer, November 20, 2008
