UK Gen Z proves most difficult to engage

The new global AdReaction study reveals that, among those people who skip ads, Gen Z skip three seconds faster per ad on average than Gen X (aged 35-49 ). 

In the UK, Gen Z is even harder to connect with – and are significantly less receptive to all media – than global Gen Z, with the exception of product placement and cinema ads. In the UK, they are less favourable about all advertising formats than the global average: TV ads score 14% favourability compared with a global average of 26%. 

“Marketers need to take this group of young adults very seriously as they exhibit markedly different preferences and behaviours from previous generations," said Jane Ostler, managing director for media & digital at Kantar Millward Brown UK.

"In particular brands need to have a clear strategy for incorporating and justifying innovation within their marketing activity, as it will rapidly become the norm.” 

Full findings can be accessed here.