Most consumers prefer to 'discover' content, not be bombarded by information
Summary
Additionally, 95 per cent of those surveyed say they take action to avoid seeing or receiving ads, and even if content is customized they prefer to find it on their own. Based on the report, it appears that a true generation gap is growing when it comes to content marketing in particular as the report notes that 60 per cent of millennials say they would be more likely to make a purchase after spending more time engaging with content, versus 44 per cent of those over the age of 30. The millennials, defined as those who reached adulthood around the year 2000, are driving both B2C and B2B marketing trends and their overwhelming preference for personalized content and purchasing more as a result of that engagement is a noticeable part of the generation gap. The report notes that there is a gratitude effect among younger consumers who feel and react to the quality of content theyre given. This can establish a connection between the brand and the consumer with 66 per cent agreeing that if they dont view a content piece all the way through, its because it is uninteresting and irrelevant to them.