Gen Z values the ad-supported internet nearly twice as much as Boomers
A new study by the Interactive Advertising Bureau (IAB) found that Gen Z values the ad-supported internet nearly twice as much as Boomers.
![Gen Z values the ad-supported internet nearly twice as much as Boomers](/content/images/size/w2000/2024/01/Internet.webp)
A new study by the Interactive Advertising Bureau (IAB) found that Gen Z values the ad-supported internet nearly twice as much as Boomers. The study, titled The Free and Open Ad-Supported Internet: Consumers, Content, and Assessing the Data Value Exchange, surveyed over 2,000 adults in the United States about their views on advertising and privacy.
The study found that 80% of consumers believe that websites and apps are free because of advertising, and 70% agree that it's fair to receive ads in exchange for free services. Nearly 80% of consumers would also prefer to get more ads in return for not having to pay for websites and apps.
However, the study also found that nearly half of consumers (49%) think that websites and apps don't give enough information about how their data is used. "The ad industry must reinforce to consumers that sharing their data is both safe and beneficial to them," said David Cohen, CEO of the IAB.
Overall, the study found that consumers value the ad-supported internet at $38,000 a year. Boomers value the internet at $29,000/year, while Gen Z values it at $54,000/year.
"As an industry, we need to speak together with one voice," continued Cohen. "We need to make it clear that consumers - especially Gen Z - understand the value of the ad-supported internet and wouldn't want to live without it."
The study also found that Gen Z is more likely to click on ads that are personalized to their interests. Nearly 90% of Gen Z prefers personalized ads, and 87% are more likely to click on ads for products they're interested in or shopping for.
"Contrary to what some believe, this research unequivocally shows that consumers are aware of the value exchange between their data and personalized content and ad experiences," said Cohen. "The ad-supported internet is good for consumers, it's good for society, and it democratizes access to information and entertainment."
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers