凯度：2017年16-49岁广告反应报告（AdReaction Gen X, Y and Z）.pdf

1、AdReaction Gen X, Y and Z AdReaction: Engaging Gen X, Y and Z is the  first global study to reveal Gen Zs behaviours,  attitudes and responses to advertising to help  marketers understand the similarities and  differences between the generations and how  to effectively engag

2、e them.  Contents Characterising generations  Distinguishing Generation Z Page 04 Receptivity Understanding generational response to different forms of advertising Page 09 Creative development: improving engagement There are four main elements to engaging Gen Z successfully Page 12 Recepti

3、vity to advertising Identifying the when, where and how to reach an audience Page 07 Engaging with  Gen Z The key elements to successful engagement Page 11 Components of success Creative response across generations Page 17  QUALITATIVE The study comprises three distinct research elements t

4、hat have been combined in this report. FOREWORD METHODOLOGY AND DEMOGRAPHICS   Conducted in 39 countries   Average of 600 interviews per country  Total sample size = 23,907 interviews Gen Z (1619 year olds) = 7,087 Gen Y (2034 year olds) = 8,490 Gen X (3549 year olds) = 8,330   A

5、ll interviews conducted via online  self-completed panel-based questionnaire   31 ads tested in 10 countries   Total sample size = 8,986 interviews  Approximately 100 Gen Z, 100 Gen Y and  100 Gen X per ad  11 TV, 8 Facebook videos, 12 YouTube videos   All intervie

6、ws conducted via online  self-completed panel-based questionnaire   IDEABLOG online forums in three countries (China, Germany and US)   30 participants per country  Quant country list:  Africa  overall, theres very little difference between the performance of ads with c