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Gen Z: Digital Natives but Naive to Ads

Posted on 12.21.2016

Despite the very real concerns about ad blocking's impact on publisher revenue, younger audiences may not be using the tech after all.

Recently, eZanga conducted research across 1,200 members of Gen Z (post millennials) to discern their digital and technology consumption habits. Among the findings, eZanga found that only three percent of respondents use ad blockers, yet 65 percent of Gen Z views more ads on their mobile devices than any other screen (likely due to time spent). 

As digital natives, however, it would seem that Gen Z would be discerning about the media they consume, but eZanga's survey indicates that 31 percent of them stated they are rarely exposed to mobile ads (leading researchers to believe they are unable to identify certain ads as such "infrequent exposure to them is improbable"). What's more, Gen Z appears to be susceptible to the fake news epidemic with 33 percent of them willing to share video content that they find either humorous or fear inducing with nearly 60 percent of this generation not "always" watching content in its entirety prior to sharing.

While the storyline with millennials is that they trust their peers more than a brand (hence the popularity of user-generated content), Gen Z - at least from this one study - appears to be either disinterested or oblivious to the content being targeted at them. 

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