Research by Adobe found 52% of Gen Z to be receptive to ads compared to 30% for older age groups.
20% of the respondents were happy to avoid brands that over promise and under deliver.
However, baby boomers were found to be happy to give away their data to get discounts (73%) compared to 47% of Gen Z.
41% of Gen Z was found to be easily influenced by what they consume online, while only 17% were likely to be influenced.
‘As ‘digital natives,’ Gen Z have relationships with brands, and so they are exposed to experience/data value exchange,’ explained the VP of Middle East, Africa, and Northern Europe at Adobe, Gavin Mee. ‘However, companies cannot ignore these relationships – a brand that fails to meet expectations will soon meet data restrictions. Consumers may also move to competitors who offer relevant and personalized experiences.’
Gen Z is the savviest when it comes to managing online data preference (33%) compared to 29% of the older age groups. Gen Z is also happy to receive exclusive experiences and offers in exchange for data, but is quick to restrict data for brands that do not deliver.
Across generations, mostly with older age groups, brands have to build trust by sharing how they use personal data and expressing the added value it helps them deliver, said Mee.
Credit: Business of Apps