Gen Z in the US prefer to see ads based on their online activities and interests

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2020, 3:16 AM UTC

Cognizant surveyed 1,000 Gen Z and millennials from US’ New Heartland and Coasts.

The report states Gen Z not only wants control over the content they consume, but they also prefer seeing ads based on their online activities and interests. 50% Gen Z and millennials on average will choose a brand if it demonstrates an understanding of their lifestyle and values.

Gen Z from New Heartland and Coasts say understanding customers is critical for a brand. Of those polled, Gen-Z from New Heartland (60%) and Coasts (53%) feel brands targeting messages to them, get it right.

49% and 44% of Millennials from New Heartland and Coasts respectively, share similar feelings. In a cited Adweek and IBM report, 44% of the internet users say that they will leave a brand that didn’t personalise content.

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